Why I Hate "Merch" (And Why I Started Dakara Tony)

The word "merch" has become a shortcut for something cheap.

We’ve all seen it. You find an artist you like, go to their shop, and find their work slapped onto a low-quality polyester shirt or a thin, paper-backed sticker that peels the moment it gets sun. It’s mass-produced, drop-shipped, and essentially disposable.

I didn’t move to Tokyo to make more disposable things.

When I started Dakara Tony, I wanted to build the opposite of "merch." I wanted to make physical objects that felt worth making.

For me, that means a focus on the small details that big manufacturers skip. It’s the choice of a specific heavyweight paper that holds ink the way a museum print would. It’s the decision to use high-grade vinyl for a sticker so it actually survives the rain and the sun on a Tokyo street corner.

The work is meant to be slightly off and a little unexpected. It’s inspired by the "ugly-cool" textures of Japan and the moments of life that don't always make it into the glossy travel brochures.

Dakara Tony isn't about "merchandise." It's about turning a clean, simple idea into something you can actually use and keep.

If it doesn't feel like art, I don't put my name on it.