You can't miss a drop when it happens, right?

It's from a new Brooklyn-based label.

Fictional merch allows you to insert yourself into your favorite books, movies and TV shows — connecting with fellow fans in the process.

Plus, J.Crew is in a hurry to launch a Madewell IPO.

A minimalist piece of college merch holds a weighty meaning in pop culture, from Winston Duke's character in "Us" to Beyoncé's "Homecoming."

Pastries in showrooms, world-renowned chefs on the runway and edible garments abound.

We have some predictions.

We're used to seeing media brands pivot to video, but not so much to clothing.

College-licensed apparel has found its way onto runways and into tastemakers' closets, just in time for back-to-school season.

See you next week at Madison Square Garden.

Before you know it, these hoodies and tees will be more ubiquitous than the infamous 'Pablo' gear.

From restaurants to specialty grocery stores, soon you'll be shopping at your favorite dining spots.

Plus, Rodan + Fields is under legal scrutiny for its Lash Boost eyelash serum.

Plus, MAC revealed a launch date for its Aaliyah makeup collaboration.

Including, but not limited to, two tees, a hoodie and a button of his face as a baby.

The line includes more than a dozen collaborations with Heron Preston, Levi's and more.

Plus, Stella McCartney will dress Justin Timberlake for his halftime performance at the Super Bowl.

Introducing #PMGApparel001.

Whether Justin Bieber, Frank Ocean or SZA tops your "Most Played" list this year, you can now wear your favorite lyrics on your sleeve.

Harry Styles dad hats, "Stranger Things" skateboard decks, In-N-Out tube socks...

Don't laugh it off — with the power to attract fans like Justin Bieber and Hailey Baldwin, this is a serious question.

This from someone who famously doesn't even drink.

Merch, but make it fashion.