Merch is in like never before, and if you haven’t noticed, you’re not paying attention. We’re seeing major houses like Balenciaga mimic the aesthetics of political campaign gear, streetwear icons like Supreme riff on the logos of laundry detergent brands, and the rise of a booming new market for vintage music merch. And we’re not just talking hyped tees from huge rappers, here. With once-standard fare like vintage Grateful Dead tees from Liquid Blue now commanding haute couture prices, it’s time to take a closer look into tie-dyed world of deadhead culture—and clothing. Which is why, during Dead & Company’s two-night stand at New York’s Citi Field, I took some time to wander the lots in search of interesting characters, embarrass myself with an assortment of half-baked dance moves, and try to figure out just how the Dead’s merch scene has managed to become a genuine force in the world of men’s style. Read more at Esquire.