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From a Sardi’s Umbrella to a Frick Cap: A New York City Merch Guide

Photo: Mirrorpix/Getty Images

New York City merch may seem like something just for tourists, but those who live in the city know that a certain restaurant baseball cap or grocery-store T-shirt can carry some real prestige. And lately, buying some merch from your favorite small business or restaurant can mean more than just demonstrating a certain city know-all to your fellow New Yorkers. With many places temporarily closed, picking up a baseball cap or a mug can be a way to support your local go-to during a tough time (and we don’t think you’ll regret having that Odeon baseball cap or Scarr’s T-shirt once we can all go outside again). Here, we’ve rounded up some standout pieces, for everyone from the frequent Frick-goer to the Dimes Square denizen. (And if your neighborhood favorite doesn’t sell merch, consider ordering a gift card or some food for delivery.)

A crewneck to wear around the house that will look even better once it’s broken in.

If you prefer something more colorful, try this long-sleeved MoMA tee, which was created to coincide with the museum’s recent reopening.

A vintage-inspired duffel from the American Museum of Natural History that almost certainly looks like you stole it from the closet of your paleontology-obsessed great uncle. [Editor’s note: Items from the AMNH store will not ship until the museum reopens.]

An elegant baseball cap from one of the most elegant places in New York.

Only NY teamed up with the Brooklyn Museum to make merch inspired by the museum’s exhibition posters and memorabilia. The text on this mug draws from a retro “An Evening at the Brooklyn Museum” pamphlet.

An ideal small gift for the person who has been on multiple Tenement Museum tours.

If there were ever a time to learn poker or rummy, it’s now — and why not do so with these gorgeous playing cards from the Neue Galerie?

Somber on the outside, stately on the inside. [Editor’s note: Items from the Morgan Library store will not ship until the library reopens.]

The classic Upper West Side grocer’s merch is so astoundingly inexpensive — a T-shirt will set you back $6 and a mug only $4 — that you could ostensibly order it alongside some Zabar’s bagels and lox.

If you’re missing lining up for a slice at Scarr’s, tide yourself over with one of the pizza shop’s new T-shirts, which features an illustration of the storefront on the back.

A candle that’ll make your apartment smell a bit like Dimes Square. (You could also order the restaurant’s new cookbook, Emotional Eating, and re-create your favorite bowl of orange-date muesli at home.)

A Cervo’s baseball cap in a nautical red shade almost reminiscent of the restaurant’s marinated prawns.

Stay cozy in a zip-up hoodie from New York City’s oldest candy store. (If you prefer something you can eat, the shop is also offering CandyCare Packs, which include assortments of gummies, chocolates, and hard candies.)

Add a lovely pink crewneck to your sweats repertoire from the Lower East Side’s Kopitiam.

As far as white-tablecloth New York–restaurant merch goes, it’s hard to top the Tribeca staple’s baseball cap.

Wouldn’t it be nice if you could make your rotisserie chicken taste even marginally more like the chicken at the Fly? Some of the restaurant’s hot sauce might help.

Almost as iconic as the actual brown Bloomingdale’s bag.

Just because they’re too young to order a cheeseburger doesn’t mean they can’t have a Corner Bistro bib.

It’s not a Bernie’s burger, but this tie-dyed polo is pretty groovy (and a favorite of Strategist writer Dominique Pariso).

Express your ice-cream fiendom with a towel featuring Mister Softee’s face.

An umbrella from the 92-year-old Theater District spot that will keep you dry on your next rainy walk around the block.

An undeniably cool reissue of a 1981 Film Forum T-shirt designed by animator Robert Breer.

Or, if you’d rather cut to the chase, treat yourself to an order of pizza from Di Fara — “the holy grail of classic New York–style pizza.”

If you’re missing stealing restaurant pens, boy do we have a solution for you.

Some Sant Ambroeus–logo swim shorts to be worn next time you feel like putting together your own tramezzini.

Support the oldest restaurant in Chinatown by picking up one of its T-shirts (which features an image of the iconic, used-in-many-many-movies storefront).

If baking your own sourdough loaf isn’t your thing, order a tote from the Greenpoint bakery instead.

Pastrami on rye not included (though you could, in fact, buy some pastrami — Katz’s ships).

A hat to keep you warm from the old-school Yorkville purveyor of German meats.

This sweet Russ & Daughters kids’ T-shirt has “gift for a grandchild” written all over it.

Affordable Asian home-goods store Pearl River Mart seemed like it was going the way of Dean & Deluca and Barneys about three years ago — and fortunately reopened in Tribeca in 2016. All the more reason to order this cheery red mug from the store.

A Dave’s New York sweatshirt for the coolest kid you know (we’ll take one for ourselves in an extra large).

The oldest apothecary in America, which happens to be in the West Village, recently launched its own merch. We’re into this fairly discreet black baseball cap.

Photo: Courtesy of vendor

The perfect gift for the Saarinen enthusiast (or general airport-lounge enthusiast) on your list.

The New York Transit Museum shop’s iconic shirts, for the G train (or M, or Q, or any of the city’s 27 lines) loyalist.

And a hat for all borough loyalists (it comes in Bronx, Brooklyn, Queens, and Staten Island as well).

An oven mitt from the Transit Museum’s new “MNR Hot Stuff” collection to use in your daily cooking routine.

You may not be able to picnic in Prospect Park right now, but you can order a T-shirt from Only NY’s collab with the city’s Parks and Rec Department (a portion of the proceeds goes to the City of New York).

The Strategist is designed to surface the most useful, expert recommendations for things to buy across the vast e-commerce landscape. Some of our latest conquests include the best acne treatments, rolling luggage, pillows for side sleepers, natural anxiety remedies, and bath towels. We update links when possible, but note that deals can expire and all prices are subject to change.

The New York City Merch Guide