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Every once in a while, an opportunity pops up that feels meant to be — like it was just waiting for the right question to be asked. For us at B Fresh Gear, that moment came at a Great American Beer Festival mixer last year.
Between the clinking glasses and good conversation, we got to talking with one of the GABF coordinators. When the topic of merchandise came up, I asked, “Who creates your merch?” He paused. He wasn’t quite sure. I followed up with another question: “Is that company a member of the Brewers Association?” This time he was sure, and the answer was 'no'.
Then came the spark — the idea that started it all.
“What if GABF could partner with a brand that not only creates killer merch but is also a proud member of the Brewers Association?”
That question changed everything.
A few meetings later, after some inspired collaboration and shared vision, we were awarded the merchandising contract for the Great American Beer Festival.
When it came time to execute, this wasn’t just another job — it was a full-circle moment. GABF is, perhaps, the most iconic event in all of craft beer, and being entrusted to create their merchandise lineup was both an honor and an opportunity to showcase what makes B Fresh Gear truly different.
We worked closely with GABF’s in-house creative team to bring the vision to life. Some of the designs were born in our studio; others came from their internal creatives — a perfect blend of perspectives that captured the festival’s energy and personality.
In total, we produced around 6,000 units of merchandise, including:
Volunteer t-shirts that balance comfort, visibility, and durability (because these folks put in work),
Judges’ button-downs with a polished, professional finish, that's sure to earn the judges themselves some votes!
And a full direct-to-consumer line of exclusive GABF merch, sold on-site at the festival’s merchandise outpost. (hats, fanny packs, button down shirts, hoodies, more hats, t-shirts of all variety).
This year’s collection has a little something for everyone — and a whole lot of personality.
Some of the highlights include:
The Space Dudes button-downs and fanny packs, a cosmic nod to GABF’s future-forward creativity.
The “Women in Beer” collection, which celebrates inclusivity in the craft brewing world.
And the instant classic: the “It’s Time for a Beer” Beer Dude t-shirt — a perfect blend of humor, nostalgia, and GABF spirit.
And of course, there’s no shortage of fun headwear. The Beer Dude hats have been an early favorite, with attendees calling them some of the most “wearable” GABF items in years.
For us, this partnership isn’t just about merch — it’s about community. GABF isn’t only the biggest beer festival in the country; it’s also a living, breathing representation of the craft brewing culture.
And that’s where B Fresh Gear fits right in.
We’ve spent years building relationships within the Brewers Association network, helping breweries large and small bring their brand identities to life through high-quality, cut-and-sew custom apparel. Working with GABF feels like a homecoming — a chance to “keep it in the family,” just like that first conversation promised.
Long before this partnership, our white label and name-drop merchandising program had its own origin story — one that, fittingly, also started at the Great American Beer Festival.
Back in 2016, we were running a B Fresh popup at GABF when Left Hand Brewing stopped by our booth. They mentioned they’d been searching for a company to produce custom fanny packs but couldn’t find anyone who could handle the design and production details.
That was our moment.
I told them, “We can make those for you. Custom. From scratch.”
And with that, our white label program was born — right there on the festival floor, over good beer and good ideas.
“White label” can mean a lot of things depending on who you ask.
For most companies, it’s a quick way to slap a logo on a blank t-shirt and call it custom.
But for us? That’s just not enough.
At B Fresh Gear, our white label process is truly cut-and-sew from start to finish.
That means every garment is built from scratch, tailored to each client’s specifications.
Whether it’s adjusting a sleeve length, tweaking a tech pack, or reimagining a fit entirely — we make it happen.
We don’t start with a box of blanks. We start with a vision.
When a brewery partners with us, they’re not just getting a print job — they’re getting a creative extension of their brand.
Here’s what that process looks like:
Design: Our in-house team collaborates with each client to conceptualize their perfect merch line.
Sampling: We produce prototypes for review, ensuring every detail — from stitching to color — hits the mark. (you are of course welcome to waive the sample if you're feeling confident and froggy- or, let's face it, you need merch for an event like yesterday!).
Sourcing: We secure the best fabrics and materials for each project, maintaining consistency and quality. Need organic, we'll find it for ya!
Logistics & Distribution: From production to delivery, we manage the full pipeline, so clients can focus on brewing.
E-Commerce Consulting (Optional): For breweries that want to take merch online, we offer insight into digital merchandising, dropshipping, and fulfillment.
It’s not just about putting your logo on something.
It’s about building something that tells your story — in fabric, thread, and design.
There’s no shortage of companies offering “custom merch” these days. But few can match the combination of creativity, flexibility, and technical depth that B Fresh Gear brings to the table.
Here’s what makes us different:
Full-scale creative process: From sketches to finished garments, everything we produce has intention behind it.
Lightning-fast turnaround: We understand the fast-moving world of events, festivals, and seasonal beer releases. With that in mind, we have developed a nimble supply chain without sacrificing our attention to detail and slow fashion roots.
Flexible minimums: Whether you’re a small craft taproom or a regional brewery, we can scale production to fit your needs.
Cut-and-sew manufacturing: True customization — no generic blanks, no cookie-cutter fits. Not now, not never.
Creative edge: Our roots are in 90s pop culture and bold design, giving every piece a sense of energy and nostalgia that stands out. However, it's your brand so we promise, we'll work with you until we've created something that you can stand on!
We’re not just here to make merch.
We’re here to help breweries build culture through clothing.
This year’s GABF (October 9–11, 2025) isn’t just an event — it’s our biggest stage yet.
While the merch we created will be sold at the official GABF outpost, we’ll also be on-site hosting our own popup, right in the heart of the action.
You’ll find us near the Ikon Pass Backyard Patio section, under what might just be the loudest tent canopy in the building.
We’ll be connecting with breweries from across the country, showing off what’s possible when creativity and craftsmanship meet.
For us, GABF isn’t just a partnership — it’s a proof point.
It’s our chance to demonstrate, in real time, how B Fresh Gear can elevate brewery brands through design and production that’s as thoughtful as it is fresh.
The craft beer world is as much about expression as it is about hops and barley.
Every brewery has a personality — and that personality deserves to live on more than just a tap handle or plain screen printed shirt.
Carefully curated merch is the wearable extension of a brand’s story.
It’s the shirt that sparks a conversation, the hat that turns into a memory, the fanny pack that becomes a festival staple.
That’s why we do what we do — to help breweries translate their voice, humor, and local pride into something people love to wear.
Whether it’s small-batch capsule collections, full seasonal drops, or long-term brand partnerships, B Fresh Gear is ready to help breweries of all sizes level up their merch game.
If you’re a brewery attending GABF — or just someone who knows your merch could use an upgrade — let’s talk.
Stop by our booth during the festival, or better yet, scan the QR code below to connect with our team directly.
We’ll reach out to learn more about your needs and put together a free custom quote tailored specifically to your brand.
Because your beer deserves merch that’s just as bold, creative, and unique as what’s in the glass.
