Spotlights by Melissa Westphal 3/3
Interview with Toby Bodner
Curator & Marketing Consultant at sourced by T.
The Inspiration Behind Sourced by T.
I’ve always been drawn to merch that tells a story—the vacation tee or hat, college hoodie, concert shirt, even the free tote with purchase. Some I wear constantly; others I keep as memories. Whenever I walk into a business, my eye goes straight to the merch before anything else. But why is the apparel and souvenirs in most destination town stores so generic and uninspired?
Growing up playing competitive sports, I lived in team gear, but it was often uncomfortable and outdated. When my kids started youth sports and group activities, I saw the same problem—outdated uniforms, ill-fitting merch, or none at all.
With a background in search engine marketing and marketing strategy at leading media companies and ad agencies, I understood the power of first impressions. I had spent years analyzing the keywords people use when searching for essentials like credit cards, hotels, and shampoo—now, I wanted to help teams, businesses, and organizations create merch people actually want to wear and use.
My business connections led me to print shops, where I explored the industry. Eventually, I partnered with printing experts & wholesalers to bring my vision to life. That’s why I launched sourced by T.—because merch is more than apparel; it’s identity, connection, and a story you wear.
The Future of Sourced by T.
Merch is no longer just swag—it’s the new business card, the new connection builder. In today’s market, merch should be a priority for any business, organization, team, or school. It’s a powerful tool for recognition, loyalty, and community-building.
Regardless of budget, a flash sale or limited drop can create demand—when it’s exclusive, people want it. Make a few pieces, collaborate, and wear or carry them in the wild—whether for your brand, team, or special event. As the industry evolves, so do we. Digital printing, 3D design, smart apparel, and AI-driven customization are redefining what’s possible, making merch more personal, high-quality, and in demand.
Every detail matters—precision, durability, and style, every time.
My 2025 Intention: Redefine Merch
Merch isn’t just a product—it’s a movement. This year, my goal is to reinvent, elevate, and push beyond the ordinary.
What’s next? HPLT, the NFL, a Big Ten college? In the meantime, I launched my own town-anagram apparel line—a stylish, understated alternative to the generic hoodies at CVS or the pop-up stand at high school football games. We all want to rep our town, but with style and intention.
Let’s shake things up.
