# DIY Fandom Initiatives Scotiabank's Make it Merch Launch Promotes Inclusivity & Sustainability By Jana Pijak | Published 2024-04-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/make-it-merch References: [instagram](https://www.instagram.com/p/C58fWDlAZbc/) & [scotiabank](https://www.scotiabank.com/ca/en/personal.html)  With the NHL Playoffs fast approaching, [Scotiabank](https://www.trendhunter.com/trends/hockey-for-all) introduces Make It Merch, an initiative aimed at democratizing team spirit. Fans can now transform any piece of clothing into hockey merch by customizing it with select NHL team patches, regardless of what they're wearing. This innovative move aligns with Scotiabank's broader commitment to enhancing [accessibility, inclusivity, and diversity in hockey](https://www.trendhunter.com/trends/montreal-canadiens-childrens-foundation) through its hockey for all initiative. Moreover, Make It Merch not only fosters individuality but also promotes sustainability by encouraging the reuse and recycling of clothing. Collaborating with [MLSE](https://www.trendhunter.com/trends/matt-steves1), Scotiabank is set to host Make It Merch Pop-Ups at Maple Leaf Square during the playoffs, allowing fans to customize their gear on-site. Additionally, Scotiabank offers Make It Merch At-Home Kits, ensuring fans across Toronto, Winnipeg, and Edmonton can join the fun. ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 88% | Activity: 92% | Freshness: 23% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Inclusive Customization Movement:** Empowering fans to transform any clothing item into personalized team merchandise, promoting inclusivity in fandom culture. - **Sustainable Fashion Integration:** Encouraging reuse and recycling of clothing through DIY customization, aligning with eco-friendly practices in the fashion industry. - **Pop-up Customization Experiences:** Bringing the customization trend to physical locations, enhancing fan engagement through interactive on-site experiences. ### Who This Affects Most - **Sports Merchandising:** Adopting DIY customization concepts to offer fans unique and personalized sports merchandise options. - **Fashion Retail:** Exploring opportunities to integrate sustainability practices by promoting the customization and repurposing of clothing items. - **Event Marketing:** Utilizing pop-up customization experiences to drive foot traffic and engage consumers in experiential brand interactions. ## Related on Trend Hunter - [Inclusive Sports Initiatives](https://www.trendhunter.com/trends/hockey-for-all.md) - [Playful Hockey Campaigns](https://www.trendhunter.com/trends/beard-in-a-box.md) - [Premium Hockey Collaborations](https://www.trendhunter.com/trends/lululemon-4.md) - [Hockey Hair-Inspired Pop-Ups](https://www.trendhunter.com/trends/pnc-bank.md) - [Canadian Fan-Based Campaigns](https://www.trendhunter.com/trends/performance-enhancing-canadians.md) - [Hockey Fan Cosmetic Campaigns](https://www.trendhunter.com/trends/eyesleafsface.md) - [Hockey-Inspired Collaborative Art Installations](https://www.trendhunter.com/trends/prime-monday-night-hockey.md) - [Fan-Focused Hockey Campaigns](https://www.trendhunter.com/trends/the-espn-chirpline.md) - [Branded Hockey Equipment Grants](https://www.trendhunter.com/trends/oreo-stay-playful.md)