Campaign Swag Showdown: Mamdani, Adams, Cuomo, and Sliwa's Merch Compared
A Deep Dive into Styles, Slogans, and Supporter Demographics for Zohran Mamdani, Eric Adams, Andrew Cuomo, and Curtis Sliwa
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In the heated race for New York City’s mayor in 2025, campaign merchandise has become more than just swag—it’s a visual manifesto of each candidate’s vibe. From tote bags to tees, the merch of Zohran Mamdani, Eric Adams, Andrew Cuomo, and Curtis Sliwa offers a fascinating lens into their styles, messages, and supporters. Let’s dive into how their designs stack up, what they reveal about their politics, and who’s snapping them up.
Starting with Zohran Mamdani, the democratic socialist Assemblymember from Queens, his merch leans into a vibrant, grassroots aesthetic that screams youthful energy and inclusivity. The color palette pops with bold reds, yellows, and blues, evoking a mix of Bollywood flair and NYC subway graphics—think MetroCard-inspired logos with playful typography that’s curvy and dynamic, almost like street art. Slogans like “Zohran for NYC” keep it simple yet empowering, reflecting his priorities on affordable housing and social justice. Standout items include free tees, hats, and totes handed out at events, featuring designs that blend cultural nods with progressive calls to action. For instance, his campaign’s totes and stickers have been spotted everywhere from Astoria rallies to Brooklyn markets, but notably, Mamdani’s team distributes them for free rather than selling, due to campaign finance rules—a clever strategy that turns supporters into walking billboards. This branding mirrors his public image as an accessible, anti-establishment figure targeting young, diverse voters frustrated with inequality. Fan-made versions, like custom tees on Etsy, often amplify this with phrases like “Hot Girls for Zohran,” adding a fun, ironic twist.
Eric Adams, the incumbent mayor running as an independent, opts for a more eclectic, patriotic style that’s equal parts professional and personal quirk. His palette sticks to reds, whites, and blues, with blocky, all-caps typography that feels bold and authoritative, like a nod to American flags and urban grit. Slogans such as “In God We Trust” on tees highlight his faith-based, law-and-order messaging, aligning with priorities like public safety and community resilience. Examples include campaign hoodies and mugs from his site, eric2025.com, but his personal wardrobe steals the show—think graphic tees worn at press briefings, like one honoring Dominican Republic tragedy victims or anti-rat “Rat Pack” initiatives. These choices reflect Adams’ image as a relatable, blue-collar ex-cop appealing to working-class New Yorkers, including immigrant communities and moderates. His merch strategy mixes commercial sales with viral moments, like tees sparking social media buzz for their “Temu-like” fast-fashion vibe.
Andrew Cuomo, the former governor eyeing a comeback, goes for a classic, establishment look that’s polished and no-nonsense. His color scheme favors deep blues and grays, with clean, serif typography that exudes authority and tradition—slogans like “Cuomo for Mayor” emphasize experience and stability. Past merch, such as signed “New York Tough” posters and tees from his gubernatorial days, carries over, available on sites like Etsy or fan retailers, though his current campaign at andrewcuomo.com focuses on hats and buttons. Unique items include vintage-style fan club tees, but controversy lingers from old “Cuomosexual” merch that went viral during the pandemic before being yanked amid scandals. This branding underscores Cuomo’s image as a seasoned leader prioritizing economic recovery and labor issues, like his push for a $20 minimum wage. His approach is decidedly professional and commercial, with merch sold through official channels to fundraise.
Curtis Sliwa, the Guardian Angels founder and Republican nominee, brings a vigilante flair with a red-dominated palette—his iconic beret color—and gritty, sans-serif typography that’s urgent and street-tough. Slogans like “Sliwa for Mayor” tie into crime-fighting themes, seen on tees, hats, and even phone wallets promoted via his Facebook page. Standouts include red berets and yard signs, evoking his anti-crime roots, with sales handled directly through campaign posts for a grassroots feel. This reflects Sliwa’s image as a bold, everyday hero targeting conservative voters worried about safety, and his merch often doubles as lifestyle gear for supporters patrolling neighborhoods.
When it comes to buyers, demographics vary wildly. Mamdani’s merch attracts young, politically engaged progressives—millennials and Gen Z in multicultural areas like Queens and Brooklyn—who see it as activism fuel rather than casual wear. High engagement from socialists and online communities drives geographic spread across NYC, with free distribution boosting grassroots fundraising. Adams’ supporters skew toward middle-aged, working-class folks in outer boroughs, including Black and immigrant demographics with moderate political leanings; sales are for fundraising, but viral tees appeal to casual fans nationwide. Cuomo draws older, union-backed Democrats in suburbs and upstate, where merch serves fundraising and shows establishment support, though anti-Cuomo items like DREAM’s tees have crossover hate-wear appeal. Sliwa’s buyers are largely conservative, blue-collar Republicans in Staten Island and Queens, using merch for activism tied to his Guardian Angels patrols—more volunteer-driven than big-money commercial.
Standout viral moments? Mamdani’s free merch explosion made waves, omnipresent in NYC streets and inspiring fan designs, while Republican “Deport Zohran” tees countered with controversy. Adams’ message tees, like the “In God We Trust” one, sparked memes and fashion critiques. Cuomo’s old viral merch faded post-scandal, but his short-sleeved campaign shift drew attention. Sliwa’s cat-featuring ad and beret pledges went viral, blending cute with tough.
On strategy, Mamdani’s is ultra-grassroots, volunteer-powered for visibility over profit. Adams blends professional sales with personal flair, Cuomo leans commercial for broad appeal, and Sliwa keeps it volunteer-driven with direct community ties. Crossover? Mamdani’s tees have streetwear buzz beyond politics, worn as fashion statements in hip NYC scenes. Others stick closer to partisan lines, though Sliwa’s berets have Guardian Angels lifestyle appeal.
Campaign merch has evolved from simple buttons to savvy tools blending fundraising with self-expression, turning voters into brand ambassadors in an image-driven era.
Stay tuned for more updates on the election, and follow KIRU (@highaski) on X for the latest insights.
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