Hertwill’s First Merch—And It’s Not Patagonia Vests

The data says that startups without their own merch fail 100% of the time*

Unlike most Estonian startups, we didn’t kick off our merch line with Reet Aus t-shirts or Patagonia hoodies. Instead, we went with something more fitting—upcycled hats from Lentsius Design.

These hats are made from old tents from the Estonian Defense Forces, making them waterproof, durable, and full of character.

One of Hertwill’s founders, Roland, points out that this is the first company he’s worked for where the only merch is hats—and honestly, we’re fine with that.

Lentsius Design isn’t just about upcycled clothing and accessories. They’re also known for their jewelry made from scrap materials from the metal and aviation industries. And yes, they’re now part of Hertwill, meaning you can dropship their products too.

*We made that up, but it sounds right.