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How merch from Instagram influencers, TikTok stars and beauty brands does more than earn extra money

Ask any true music aficionado about their most treasured item and it’s likely to be a T-shirt bought at a “transcendent” gig. The kind you really had to be there for. But luckily they were, and they have the tee to prove it. Merchandise used to be things like band shirts . Wearing one without knowing the band, let alone. ....

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