New York Magazine’s The Cut is wading into the merchandise business. For $24.99, white T-shirts modeled after The Cut’s Instagram quote cards, featuring phrases, headlines and pop culture references are now available on Amazon.
“We thought it was funny, basically. Several of us said we’d love to make our own custom T-shirts and we thought Cut headlines could be fun and ironic when worn on a body instead of a headline in an article,” Stella Bugbee, president and editor in chief of The Cut, said.
Examples include: “Engagement Chicken” (as a nod to what Meghan Markle and Prince Harry were making the night he proposed), “The Wind Is A Very Deceiving Thing” (referencing President Trump’s quip about the force that ruffled his hair) and “Let Me Fat In Peace” (rapper Cardi B’s response to fans who—accurately—predicted she was pregnant).
“This is just an editorial approach but taken to a new medium, in this case, T-shirts,” Bugbee said.
A new tee will be released every week featuring Cut headlines, or phrases and pop culture references.
Bugbee wouldn’t say how much the New York media brand profits from each sale on Amazon. She said she could see, eventually, readers being able to suggest what phrases or headlines should be put on the tees.
“It’s not a major revenue-driving stream at this point. The point is to have fun—for the readers and for us,” Bugbee said.