Fans enjoying some IRL Merch

Brand you

Merch with personality

IRL was co-founded by Martyn Lester and YouTube megastars, Dan & Phil, who wanted to take their merch to the next level. After building their own uber-successful empire, now this team is using their learnings and connections to totally change the game and help other brands and artists do the same.

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Fans enjoying some IRL Merch

Why Us?

You get the full package

We’ll handle every aspect of your merchandising. From creative branding and product design to manufacture and fulfilment – we’ll build you your own website, organise photoshoots, create promo content and even share your products on our popular social channels.

We make it personal

We have dedicated relationships with each of our clients built on a foundation of trust. That means no upfront or hidden costs, transparent sales reports, monthly earnings summaries and always someone to talk to for assistance or advice.

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Fans enjoying some IRL Merch

We’re creative with it

Big believers in the impact of creativity and out-of-the-box thinking; we don’t just do the basic and conventional, but true original products. We’ve sold (and sold out of) artisan tea blends, custom plushies and chocolate advent calendars, to name a few.

You can count on us

We are the best at what we do. With record-breaking sales on world tours and our distribution points across UK, USA and Australia, we can truly take you global. Thanks to our tech that has seen 50,000 simultaneous shoppers without dropping a sale, selling out hundreds of items in minutes without a hitch – we're ready for you to break the internet with your latest launch.

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We’ve shipped more than

880,000 products

to fans in over

50 countries



Specialists in procurement and design.

Whether building your brand from scratch or elevating it to new heights, we’re ready to realise your dreams. From simple clothing to custom couture and quirky accessories/ornaments, we will make it happen and with a seal of quality. Always on trend, we work with talented designers who know what’s hot – so if you need inspiration (or have ideas of your own), we will help every step of the way.


Masters of marketing and internet wizards.

With founders who owe their success to the internet, we get it. We design and build personalised websites so you’re not sharing a space with thousands of other clients. We create cool content for social media promotion and build communities of dedicated customers with our powerful newsletter services. Not just making the merch, but helping you to make it fly off the shelves.

Fans enjoying some IRL Merch
Fans enjoying some IRL Merch


From epic conventions to boutique pop-ups.

We’re not *always* behind a computer screen – we’re just as comfortable venturing into the real world to bring your merch straight to the community. Attending all the biggest events, we can craft huge creative retail spaces, teach you how to run your own branded stall and showcase your wares at IRL Merch spaces for cross-promotion. Whether it’s producing one-off items for special events, hosting meet-and-greets or throwing themed parties – the world can be yours.


Global reputation with top talent.

No stranger to a crazy crowd, we’ve broken per-head records at The London Palladium and Fox Theatre Detroit, among dozens of others all over the planet. We also do it right with the logistical skills to get goods in on time, managing hundreds of local staff at every venue and making sure every item is in pristine condition ready for purchase by happy fans. Let’s go on the road!

We Want You!

We’re always looking for more creators to join the IRL family. If you’re ready to make great merch, give your fans the best experience and to start conquering the world, it’s time to...

Level up your merch →

or get distracted by this.