Born to Bake, Made to Merch
The Accidental Cozy Craze
It all started with a quest for pure, unfiltered comfort. Picture this: it’s the height of the pandemic, and I’m lounging on my couch in a generic sweatshirt, dreaming of a cozy upgrade. On a whim, I designed a sweatshirt, slapping the word of one of my favorite treats—BROWNIES—across the chest in bold, unapologetic font. Suddenly, I had my perfect uniform—a little sweet, a little cheeky. And just like that, my new favorite sweatshirt was born. It became my go-to for couch time, work calls, and even kitchen experiments, sparking more than a few double-takes from fans on the internet.
The Gift Heard 'Round the Zoom
Fast forward a few months, and I was practically living in this thing. It was the gift that kept on giving—so I thought, why not actually gift it? That Christmas, I gave my team their own BROWNIES sweatshirts, and they wore them everywhere. And from Zoom meetings to weekend errands, these cozy staples were getting a lot of attention. My team would text me, “Someone just asked about the sweatshirt again… I think you need to start selling these.” And thus, the seed was planted.
Going (and Growing) Viral
I put the sweatshirt up online, thinking, "Why the not sell a few?" The internet, however, was ready to make it a moment. Our first 2-week limited-time drop sold like hotcakes. And each time we'd re-launch the orders would roll in, getting bigger and wilder with each release. This sweatshirt (and the subsequent merch that came with it) was a hit—no longer just an item of clothing but a badge of dessert-loving pride. The fans were out there, loud and proud, rocking their BROWNIES.
From Sweatshirt to Collection (and Beyond)
Fast forward to this year: I knew it was time to take this accidental empire up a notch. We searched high and low for fabrics that were just right—thick yet breathable, soft but built to last. From tees and hats to totes and, of course, more sweatshirts, the full lineup was coming together. After months of planning, testing, and perfecting, this dream of a playful, effortlessly wearable merch line has officially come to life. And I couldn't be more excited to see what you think!