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In May 2020, confronting a raging pandemic, fierce competition from a slew of new entrants in the alternative-beverage category, and a limited marketing budget to support the launch of three new drink flavors, Ben Witte, CEO and founder of Recess, a maker of CBD-infused sparkling water, did what the head of any up-and-coming direct-to-consumer brand might: He dropped a merch line. Featuring a “last two brain cells” hoodie ($65), a “cool your horses” T-shirt ($35), an orange “on recess” beanie, and a pair of $18 “around the block” socks (“for going nowhere in particular”), the line was designed, says Witte, with Instagram and Gen Z “creatives” in mind, a way to diffuse the brand’s pastel-minimalist aesthetic and the “tongue-in-cheek social commentary on millennial existence” on social media and beyond. Generating hundreds of tagged stories and posts a month, the merch did exactly what the brand had intended: For a CBD company operating in an advertising

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