How Dashery Helps Paul Scheer Create Merch That Fans Actually Want
When it comes to building community around your work, few creators understand the power of merch better than Paul Scheer.
As a podcaster, actor, writer, and director, Paul has built passionate audiences across multiple platforms, from How Did This Get Made? to Unspooled and beyond. But whether he's connecting through comedy, conversation, or storytelling, his approach to merch stays grounded in one idea: it’s about connecting with fans in real life.
Below, Paul shares how he thinks about merch, from when to launch, to keeping it creative, to why Dashery makes it easy for creators to build meaningful, sustainable merch stores.
It’s never too early to start making merch.
Paul says it best: merch isn’t something you wait to “earn” once you’ve hit a certain follower count — it’s something that helps you grow along the way.
“If you have 10 fans, start making merch. Those 10 fans are there to support you… It’s a way they can give back, but more importantly, it’s a way they can support the show and spread the word.”
Even a small, dedicated audience wants to show their support, and having merch gives them a way to do that while promoting your brand organically.
How to promote merch (without the cringe)
Many creators hesitate to share merch because they don’t want to come across as pushy. But for Paul, promoting your merch isn’t about selling. It’s about sharing something you love with people who already want to feel part of what you’re doing.
“Put yourself in the perspective of a fan. I’ve never felt like, ‘Oh my gosh, Oasis is making me buy their shirt.’ I want to buy it because I’m a fan.”
His advice? Keep your selection fresh and avoid overselling one design. That’s where Dashery makes things easy. Creators can rotate designs and experiment without committing to expensive inventory.
Making every live show a merch moment
For How Did This Get Made?, merch became a creative extension of the live show itself.
“What if we made a specific piece of merch for each city we stopped in? … We’d let the audience pitch us ideas. Everything on our store that you see from all these venues are ideas that we came up with live on stage with the audience.”
Each design became a souvenir of a shared moment — turning merch into a collaboration between the hosts and the fans.
Creating designs fans actually want to wear
When it comes to what sells, Paul admits there’s no secret formula, but there is a mindset that helps.
“Make sure that whatever you're making doesn’t feel too much like you're wearing a billboard. … Think of it as a wearer: would I wear this shirt? … What would I think if someone was wearing this shirt?”
For Paul, the best merch feels authentic, creative, and wearable. Something that represents both the show and the fan.
How Dashery helps creators move fast and stay creative
For creators like Paul, Dashery provides a flexible, low-risk way to try out ideas and stay connected with fans in real time.
“What I really love about Dashery is the ability to run with an idea. You don’t have to feel like this is the one that’s going to make or break your merch…”
Unlike traditional merch platforms that require upfront investment, Dashery’s on-demand setup lets creators experiment freely — launching new items whenever inspiration hits.
Why How Did This Get Made? stays with Dashery
Beyond the products themselves, Paul highlights the support and collaboration behind the Dashery experience.
“One of the things I love about Dashery is having a community of designers and technically producers there to help us see a vision through... There’s something incredibly freeing about having an idea, going to your team, and having them execute it.”
With built-in creative support, varied price points, and top-quality materials, Dashery helps creators of any size build merch that feels professional, without the logistical headache.
Merch as fan connection
Merch isn’t just about revenue. It’s a form of storytelling that builds connection among fans.
“If you see somebody wearing a shirt that means nothing to anyone but fans of your show, it bonds people. And if that shirt makes someone laugh, maybe they’ll check out the podcast.”
Merch becomes a kind of shorthand, a “secret handshake” between fans who share the same inside jokes or favorite moments.
Specificity sells
Paul’s biggest piece of advice for new podcasters: don’t play it safe.
“There is no formula to create the perfect shirt... What I like about Dashery is it allows you to be as creative as your show is.”
Whether it’s a hidden reference, a quote only fans understand, or a design inspired by a moment from your show, the best merch feels like an Easter egg that lives beyond the screen.
Build your own merch story with Dashery
From first designs to live show exclusives, Paul Scheer proves that merch can be so much more than a logo — it can be a bridge between you and your community.
With Dashery, creators can bring those ideas to life in minutes, test what resonates, and build stores that evolve with their audience.
👉 Get started with Dashery today — and start turning your fan moments into wearable memories.
