News June 17, 2026
Zagwear Launches ZAGX, a Studio for Ultra-Custom Branded Merch
The distributor said the new venture will help brands create breakthrough experiences that drive engagement and social buzz.
Key Takeaways
• Zagwear (asi/365552) has launched ZAGX, a fabrication studio focused on creating highly customized, attention-grabbing merchandise and brand experiences.
• ZAGX builds on Zagwear’s track record of viral projects like the Capri-Sun x Christian Siriano Pouch Purse, Heinz KegChup and Coors Light Chill Face Roller.
Zagwear (asi/365552) wants to help brands push beyond the expected with their merch.
To that end, the White Plains, NY-based distributor has launched ZAGX, a fabrication studio for “extreme merchandise” that helps brands bring high-impact ideas to life.
Zagwear (asi/365552) has launched ZAGX, a fabrication studio designed to help brands through extreme customization and experiences.
“Today’s brands want more than products,” said Zagwear CEO Toby Zacks. “They want ideas that surprise people, create conversation, build social awareness and leave a lasting impression. ZAGX was built to turn those kinds of ambitious ideas into reality.”
Blending design, innovation, fabrication, technology and experiential execution, ZAGX creates ultra-custom brand moments that the distributor said will “drive engagement, cultural relevance and social buzz.” Capabilities span concept development, art direction, fabrication, tech integration, set and prop builds, onsite activations and global fulfillment.
Zagwear already boasts a portfolio of ZAGX-worthy projects. Back in 2022, it worked with General Mills to create the Reese’s Puffs x Ambush Chrome Puff, a limited-edition breakfast bowl that doubled as a fashion accessory.
The distributor also had a hand in the Capri Sun x Christian Siriano Pouch Purse, which was unveiled at New York Fashion Week in September 2025. The purse was inspired by the drink’s metallic pouch and featured fruit charms, colorful chains and a zipper crafted from the brand’s yellow straws. Plus, it had a dedicated pocket designed to hold an actual Capri Sun.
Zagwear helped Heinz create “KegChup,” a stainless-steel keg of ketchup that was part of a Super Bowl contest earlier this year. For last year’s Super Bowl, Zagwear partnered with Coors Light to create viral merch: a “Chill Face Roller” to be used with an actual Coors Light can as a post-Super Bowl recovery tool.
An extension of Zagwear, ZAGX pairs “creative ambition with the sourcing, production and global execution expertise needed to transform breakthrough concepts into unforgettable brand experiences,” the distributor said.