Who’s winning the merch primary?

Four candidates, four campaign stores. Let’s take a look and see which one has the right stuff.

Well, it’s March, so let’s talk merch. The early states are done voting. Most of the crowded field has cleared, leaving four serious contenders. With the primary season starting to heat up, campaigns are rolling out some fresh new swag to build their brands and score some free advertising on supporters’ heads, car bumpers and refrigerator doors

In and of itself, merch usually isn’t a decisive factor in elections, but a simple, catchy slogan, e.g. “I like Ike,” or a memorable aesthetic—Obama’s “Hope” poster—can play a crucial role in campaign marketing. The most (in)famous recent example is the MAGA hat, which became the emblem of Trump’s entire movement.

Here are the best and worst offerings from the campaign stores of the top four candidates.

Elizabeth Warren

Warren plays to her base by building her brand as a tough, progressive woman—she makes frequent use of the word “fight” in her slogans—and she plays up her image as a nerdy wonk, too. Many of the…