Where Can Fans Buy Merchandise Of The Underdogs?

Hunting down merch for the underdogs is its own kind of joy — like treasure hunting with the added bonus of actually supporting the people who made something you love. I usually start with the obvious: the creator's own shop. Many indie creators, small studios, and lesser-known franchises run stores on platforms like Big Cartel, Gumroad, or even a simple Shopify page. Those places often have the most authentic items — prints, enamel pins, zines, and limited-run runs that you won't see on big storefronts. If the creator has a Patreon, Ko-fi, or a Discord, they frequently offer tier rewards, early drops, or backer-only items. I always check artist bios on Twitter or Instagram because they’ll usually link straight to whatever shop they use; it’s a quick way to make sure my money goes directly to them rather than a third-party merch house.

If I’m hunting for variety and fan-made goodness, Etsy and independent marketplaces are my go-tos. Etsy is full of small-batch plushies, custom keychains, and hand-drawn art from people who put love into every piece. Teepublic, Redbubble, Society6, and Threadless are great for apparel and prints if the creators have granted print-on-demand licenses — you sacrifice a little uniqueness for convenience and size options, but that’s useful for gifting. For indie games and small publishers, specialized shops like Fangamer or Humble Store sometimes carry niche physical items like soundtracks, artbooks, and tees. When something launched via Kickstarter or Indiegogo, I watch those campaigns closely; crowdfunding is often the only way to grab early or exclusive merch, and backer tiers can score you signed items or numbered editions.

Secondhand and international markets are where rare underdog merch surfaces. eBay and Mercari are obvious for out-of-print pieces, but if you’re digging into Japanese doujinshi or event-only pins, Mandarake, Suruga-ya, and Yahoo Auctions Japan (with a proxy service like Buyee or ZenMarket) are invaluable. I’ve snagged convention-only enamel pins that way. Facebook groups and dedicated Reddit communities or niche forums can also point you toward private sales or trades — community trust matters there, so look for sellers with clear photos, feedback, and a history. I try to use PayPal or platforms with buyer protection for riskier buys, and I always factor in shipping and customs when ordering internationally.

A few practical tips I’ve learned: always double-check whether a piece is officially licensed or fan-made — both are great, but if you want to ensure creators get paid, buy direct when possible. Preorders are common for small runs so don’t be surprised by wait times, and keep an eye on production updates. Commissioning artists directly (via Twitter/Instagram DMs or their shop pages) can get you one-off items that mean more than mass-produced stuff. Lastly, be patient and polite — indie creators are often juggling everything themselves, and a friendly email or DM can go a long way. I love the thrill of finding a tiny seller with brilliant work; supporting underdogs feels like feeding the creative ecosystem, and it’s honestly one of my favorite parts of being a fan.