When it comes to beer, people are left with cheap swag that sits in the closet or high-profile collabs that aren't easily attainable. For Miller, it was time to ditch the days of swag and move towards merch people actually want to wear. Using elements from their long history, as well as, their current branding, a thorough guideline was created to help ensure new merch is something in the regular rotation. Using their own tagline"It's Miller Time" could be applied to any occasion or collection.