Hey @lego - Let’s talk.
If MMERCH Powered Lego, here’s how we’d do it:
- Public user profiles to show off your Lego collection - from sets to minifigs
- NFC chipped products to prove ownership
- Rewards for attending events, collecting sets, and visiting Lego locations
- A leaderboard to highlight top members
HG gets digi 👾 HommeGirls teams up with MMERCH on a baseball cap that unlocks the full issue of HommeGirls Volume 14 🤳 Scan the hat to scan through the issue — front to back, on the go.
Available now on hommegirls.com and at the HG store, 112 Walker Street NYC — link in bio
Lucha Libre, Mexico’s “free wrestling,” has captivated fans since the 1940s when El Santo first stepped into Arena Mexico wearing a silver mask. The mask, rooted in Aztec tradition, becomes a permanent identity - many luchadores never remove them publicly, even at home with their families. Photographer Lourdes Grobet (@lourdesgrobet ) spent 25 years documenting this world, capturing wrestlers at home with their families, always masked. For the true fans who pack arenas and wear their heroes’ faces to World Cups, these masked figures are living mythology.
“Higher engagement leads to greater loyalty. That’s not a novel concept; I’m not saying anything earth-shattering there. What is different about Gen-Z is how and where and how often that engagement is happening” - @skr_44 for @bof
Itasha (痛車), literally “painful car,” emerged in Japan during the early 2000s as otakus began wrapping their vehicles in full-body vinyl decals of their favorite anime characters, idol groups, and video game heroines, with builds often costing owners thousands of dollars. What started as a niche subculture has grown into a legitimate scene with dedicated meets, competitions, and professional racing teams like Good Smile Racing running official itasha liveries in Super GT. The term “painful” carries a double meaning, referencing both the financial sting and the cringe of publicly displaying these characters on their vehicles
Happy Victims by Kyoichi Tsuzuki (@kyoichitsuzuki ) features a series of 87 photographs captured between 1999 and 2006 of Tokyo’s true fashion fans and their single-brand wardrobes. The images document how their collections shaped their living spaces with garments stacked floor to ceiling, kitchens turned into closets, and beds buried under designer pieces. Originally published in 2008, the book was reissued in 2025 by Apartamento (@apartamentomagazine )
WE LIVE IN THE AGE OF FANDOM
58% of Gen Z
50% of Millennials
Say their favorite musical artist is important to their identity
40% of Gen Z
39% of Millennials
Say their favorite movie/franchise/series is important to their identity
MMERCH
Because fans deserve better
