Merchandise is nothing new. But in recent years, movie-inspired streetwear has exploded in popularity among film buffs, thanks in part to viral marketing campaigns put on by independent film studios. Take the hourslong line for one-day-only “Anora” pop-up in Los Angeles, for instance. Clothes are promoted as trendy and in limited supply and are often made in collaboration with popular brands. The experience of watching movies has become a less collective one in recent years. For many fans, repping their favorite films in public is a way to combat that.
