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As Hashtag Restaurant continued to grow, the brand needed apparel that could do double duty: function as uniforms for staff and serve as retail merchandise guests actually wanted to buy. The challenge was to create designs that felt playful and culturally relevant without crossing into novelty—shirts and hats that felt like part of the Hashtag experience, not just branded swag.
Nichez leaned into what makes Hashtag memorable: humor, brunch culture, and a little bit of attitude. Instead of leading with logos, we led with phrases—statements that feel like inside jokes shared over mimosas and skillets.
Each design was created to spark conversation, invite laughter, and feel wearable beyond the restaurant walls.
The apparel collection centered around core themes:
Each phrase was paired with relaxed typography and clean layouts to keep the designs wearable and not overly gimmicky. Hats and t-shirts were produced in neutral bases so the messaging—and the personality—did the heavy lifting.
Nichez handled both design and production, ensuring the final garments felt as good as they looked. The pieces were durable enough for daily staff wear while polished enough to sit confidently on retail shelves inside each location.
Because employees wear the same apparel that’s sold to customers, the brand becomes part of the guest experience—authentic, lived-in, and approachable.
The apparel quickly became a recognizable part of the Hashtag brand. Staff uniforms reinforced the restaurant’s personality, while merchandise gave guests a way to take the experience home. The shirts and hats consistently sparked conversations, social shares, and repeat interest—helping strengthen brand loyalty as Hashtag expanded to four locations, with more on the way.
