Berlin-based Merz b. Schwanen was born in 1911. But the brand blew up on global radars in 2022 after its guest appearance on The Bear. Carmy’s go-to white tee was a Merz b. Schwanen staple, igniting widespread interest in this family-run business and its impeccably designed, beautifully made clothing. I was contacted by Merz b. Schwanen to refresh the brand’s website copy (to go live in 2024), create collateral for the launch of its New York store, and aid with ongoing copy needs.