What happens when merch stops being a giveaway… and starts becoming part of someone’s identity? In this episode of The Collab Connection, Jay and Lauren sit down with Kylee Chun, founder of Klean Studios. Kylee helped plan BELLA + CANVAS’ immersive Coachella activation — where festival merch became a fully customizable experience. She was onsite and overseeing the execution in the merch tent... or was it a merch museum?

From vintage Coachella throwback designs and live heat pressing to fan psychology, exclusivity, nostalgia, and the rise of experiential branding, this conversation dives deep into why people no longer want generic swag. They want connection! Inside this episode:

• How BELLA + CANVAS created a “museum of merch” at Coachella
• Why customization creates emotional ownership
• The surprising rise of vintage-inspired merch and oversized fits
• Why fans waited HOURS for limited pieces
• How brands can bring experiential merch into corporate events
• What the World Cup, sports culture, and music festivals teach us about fandom
• Why the future of branded merch is meaning, not more products

Featuring:– Kylee Chun, Founder of Klean Studios– Jay Busselle, Branded Merch Network – Lauren Esser, SmithPro. If you’re in branding, merch, experiential marketing, apparel, or events — this episode is packed with insights you’ll want to steal.

Most brand collaborations are built for visibility. This one was built for participation! In this episode of Collab Connection, we break down why the Formula 1 × LEGO collab actually works, and what the promo, apparel, and merch world can learn from it.

From LEGO parade cars to fan experiences at race weekends, this isn’t about selling products. It’s about creating moments people want to be part of.

Because today, the question isn’t: “Did people see it?” It’s: “How did they experience it?”

Uploaded on Mar 30, 2026

In Episode 2 of Collab Connection, Jay and Lauren unpack one of the most iconic partnerships in modern apparel—Ralph Lauren × Team USA. Joined by Jeremy Picker of AMB3R Creative, they explore how heritage, identity, and emotional storytelling transform Olympic uniforms into symbols of pride and belonging. This isn’t just about style; it’s about what the promotional marketing and branded merch world can learn from a collaboration that feels earned, intentional, and deeply connected to culture.

A side-by-side look at how Coors used two very different collaboration strategies to reinforce brand loyalty in one lane (Wrangler) and expand cultural reach in another (Brixton).