The Merchandising of “Hawk Tuah”: From Hats to T-Shirts

If you’ve been anywhere near social media in 2024, chances are you’ve encountered the Hawk Tuah phenomenon. What began as a viral one-liner from Hailey Welch, affectionately known as the Hawk Tuah Girl, has since turned into a full-blown merchandising machine. Because when life gives you a moment that sends the internet into a collective spit-take, you slap that phrase onto some hats and T-shirts and watch the dollars roll in.

From Meme to Merch

In June 2024, Hailey Welch dropped the now-infamous phrase: “You gotta give ‘im that hawk tuah and spiton that thang!” It took the internet by storm—going viral almost immediately. With millions of views, countless memes, and endless remix videos, it wasn’t long before the phrase took on a life of its own​.

But Hailey and her team weren’t content to let her 15 minutes of fame end with some TikTok stitches. Instead, they turned her viral moment into a branding opportunity. And that’s when Hawk Tuah merch was born—because nothing says “cultural relevance” like a catchphrase plastered on a baseball cap.

The Merch Line: Spitting Success

So what exactly is in the Hawk Tuah merch lineup? We’re talking the usual suspects—hats, T-shirts, hoodies, and even coffee mugs. The phrase “Hawk Tuah” might not be elegant, but let’s be honest: elegance is overrated in the world of viral merch.

The hats are a particular favorite, often seen sported by fans who seem thrilled to tell the world they’re in on the joke. According to industry data, the Hawk Tuah merch line generated over $65,000 in its first month of sales. That’s not bad for a catchphrase that started with a split-second of weirdness on a Nashville sidewalk.

And let’s talk about those T-shirts. They’re simple, they’re straightforward, and they’re wildly effective at turning a viral moment into wearable content. “Hawk Tuah” is emblazoned across the chest in big, bold letters—a reminder to anyone nearby that the internet can turn anything, even spitting advice, into a trend.

The Art of Viral Merch

It’s no secret that viral merch is the latest goldmine for internet stars. Whether it’s Charli D’Amelio’s line of Dunkin’ Donuts-inspired hoodies or Doge’s rise from meme to millionaire dog, capitalizing on your viral moment is the smart move. And Hailey Welch didn’t miss a beat.

In a world where memes live and die in the blink of an eye, merch can be a way to extend your viral relevance—and your income. A limited-edition Hawk Tuah shirt not only taps into internet culture, but it also turns fans into walking billboards. “It’s a brilliant play on the power of viral catchphrases,” said viral culture expert Joseph Hudak. “People love to feel like they’re part of something, especially if that something is a shared joke that everyone on the internet gets”.

From Laughs to Profits

Let’s not kid ourselves: at the heart of this viral merch craze is a very real desire to turn laughs into profits. The beauty of Hawk Tuah is that it doesn’t take itself too seriously, and neither does its merchandise. The phrase is ridiculous, the concept even more so, but that’s exactly what makes it perfect. It’s not about making sense—it’s about making money.

Take one scroll through TikTok, and you’ll see influencers, fans, and even celebrities wearing the gear. Each sale further cements Hawk Tuah’s place in meme history, showing that if you play your cards right, one ridiculous phrase can generate serious cash. And don’t be surprised if the merch line starts expanding to even more absurd items. Can we expect Hawk Tuah spatulas? Slippers? Maybe even a cologne? Let’s not rule anything out.

Merchandising Trends in 2024

This isn’t just about Hawk Tuah—it’s part of a larger trend in 2024 where memes, once fleeting internet jokes, are becoming fully-fledged brands. According to Forbes, viral internet moments are now a multi-billion-dollar industry. From NFTs to clothing lines, the potential for monetizing internet culture has never been higher.

What makes Hawk Tuah special is its grassroots origins. It didn’t come from a major brand or an influencer trying to create a viral moment—it came from a real person’s off-the-cuff comment during a street interview. That authenticity is what resonates with fans, and it’s why they’re willing to shell out money for the merch. It’s the perfect storm of randomness, humor, and nostalgia that has always driven meme culture.

The Future of Hawk Tuah Merch

So what’s next for Hawk Tuah? Well, it’s anyone’s guess. Viral moments are notoriously hard to predict, and just as hard to maintain. But if Hailey Welch and her team are smart (and it seems like they are), they’ll ride this wave for as long as they can.

Expect to see new drops, collaborations, and maybe even some bizarre crossovers as Hawk Tuah solidifies its place in internet culture. After all, the internet may move on to the next viral moment, but the phrase “Hawk Tuah” will live forever—at least in the form of a T-shirt in someone’s closet.

In the words of Hailey Welch herself: “I said something silly, and now my life has changed. Isn’t God great?”

Amen to that. And if spitting on that thang can lead to six-figure merch sales, who are we to question it?