When Steve Howard, then sustainability director at Ikea, opined in 2016 that we’d reached “peak stuff”, few could disagree. “God – so true,” we nodded, glancing at our collapsible laundry basket, cable keeper and battery buddy, vowing not to buy any more spurious plastic storage systems. It didn’t last. Before you could say “landfill”, we were back on Amazon funding Jeff Bezos’s wedding, convinced that one more quad cube would solve our holiday packing problems. It’s not our fault that it costs a week’s wages to put a suitcase in the hold. Blame capitalism.

If capitalism is one culprit, another is “the Season”. Much like teens clamour for hoodies from their favourite band or dance act, their parents – or at least those with a taste for sport and culture – are just as eager to show allegiance to their chosen pastimes via merchandise. It’s all very ‘been there, done that, got the T-shirt’ – only in 2025, it’s more a case of getting the beach towel, tennis kit, sippy cup, dinner plate and limited-edition director’s chair.

Do we need all this stuff? Of course not. But it feels good to belong to a tribe. Even if you’re in no position to attend the glorious events that define the British summer, you can still signal that you did – thanks to a slew of official and unofficial merchandise. Here’s our pick of the best (and the most bonkers).

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Wimbledon

Henley

Glyndebourne

The Grand Prix

Cowes

Wimbledon

As a tennis tournament, it’s peerless. As a merchandising opportunity, it’s just as unrivalled. Taking place this year from June 30 to July 13, the world’s oldest tennis championship – first held in 1877 – offers a chance to watch some of the game’s most fabled players in action. But part of the thrill lies in rubbernecking the crowd, too, for Wimbledon wouldn’t be Wimbledon without a smattering of A-listers and royals gracing Centre Court. Is that Sienna Miller over there? George and Amal? What will the Princess of Wales be wearing?

What we do know is that the staff will be dressed by Polo Ralph Lauren, the official outfitter of the championships since 2006. Each year, the storied American brand launches a new collection, allowing guests and fans alike to buy into the look.

This year’s highlights for women include an oversized striped shirt (£189), matching shorts (£149), and a Wimbledon crest terry sweatshirt (£189). For men, there’s a vintage-fit rugby shirt (£219), an embroidered linen shirt (£199), and even his-and-hers satin baseball jackets (£525) – ideal for couples keen to go full Brooklyn Beckham and Nicola Peltz.

Christy’s ‘So Last Season’ collection has turned surplus Wimbledon towels into stylish robes and bags

Those who care about the environment as much as Wimbledon can make a beeline for Christy’s “So Last Season” collection. Made entirely from surplus towels used by the world’s top players, the upcycled range includes a robe, tote and shoulder bag, released to mark the brand’s 39th year as Wimbledon’s official towel supplier.

Christy’s upcycled robe and bags mark 39 years as the tournament’s official towel supplier

“We’re known for creating products that last a lifetime, and with the seasonality of the Wimbledon products, we wanted to devise a way to repurpose them that felt both fresh and thoughtful,” says Vanshika Goenka-Misra, CEO of Christy. “Last year, we were left with a number of dated Championship towels, which we transformed into limited-edition bags – they sold out within 48 hours of launch. It was a powerful reminder of how meaningful circular fashion is to our customers.”

Wimbledon in Bloom Large Mug, £19; Wimbledon in Bloom Tea Towel, £14, Wimbledon

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If homeware is more your thing, Wimbledon’s official shop offers an array of “Wimbledon in Bloom” merchandise, including mugs, tea towels and oven gloves (£26).

Henley

Between July 1 and July 6, there’s only one place to be if you’re a rowing fan – Henley, Pimm’s in hand, gazing wistfully over the water. Recently divorced? Single? Still mourning Clothy, your childhood teddy bear that mysteriously got lost in transit between boarding school and the family seat? Then meet Charlie, an exclusive teddy bear commissioned by the world’s best-known rowing regatta (founded in 1839) to commemorate its new patron, HRH King Charles III. Wearing a replica of Henley’s official blazer and a miniature version of the steward’s enclosure badge, Charlie is the perfect purchase for those who love rowing and plushies – a list we suspect is longer than you might think. At £250, it’s still cheaper than a Labubu.

Charlie Merrythought Bear, £250, Asquiths

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Or why be like everyone else in Nike, Adidas or Adanola pull-ups when you could rock a pair of Henley sports socks (£14.50) instead? Or channel the Roy family style with a Henley baseball cap (£29.50). Leaving no oar unturned on the merch front, Henley also offers branded handwash, door mats, bottle openers and even a Christmas bauble.

Glyndebourne

Opera lovers still have time to experience Glyndebourne: productions have been running since May, but the fat lady doesn’t sing until August 24, when the final performance of Verdi’s Falstaff will ring out over the grounds of Lewes.

No matter if you were once thrown out of the school choir – thanks to Glyndebourne’s official collection, you can put any lifelong feelings of inadequacy aside. Simply purchase the festival’s 2025 Directors’ Chair, place it on your lawn, and hey presto, you can conduct your imaginary orchestra with Simon Rattle-esque aplomb. Made from sustainable hardwood and finished with teak oil, it’ll last far longer than the British summertime.

‘Opera Glasses’ Director’s Chair By Pablo Bronstein, £250; ‘Opera Glasses’ Cufflinks by Pablo Bronstein, £65, Glyndebourne Shop

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For maximum effect, add matching cufflinks and a silk pocket square (£52) to your ensemble. The opera glasses motif was designed by Pablo Bronstein, a British-Argentinian artist who studied at the Slade and Goldsmiths and whose work references the Baroque and Rococo periods.

The Grand Prix

With the Grand Prix celebrating its 75th year, there’s no better time to visit the British Grand Prix, held at Silverstone, Northamptonshire, from July 3 to July 6. Whether you failed your theory test or fancy yourself as the next Lewis Hamilton, you’ll be spoilt for choice on the merchandise front. Warning: some of it is pretty dire.

Scuderia Ferrari x Puma tracksuit top, £108, F1 Store

Channel the 1990s in a Scuderia Ferrari x Puma tracksuit top, show your love for Mick ‘n’ Keef with a Rolling Stones x Aston Martin hoodie (£94.50), or buck the trend for Sambas in Mercedes AMG Petronas x Adidas Court trainers. As well as shopping by team, you can also shop by driver – though we’d advise sticking to a legend such as Ayrton Senna, who definitely has the best merch.

Sambas in Mercedes AMG Petronas x Adidas Court trainers, £60, F1 Store

Cowes

The highlight of the yachting calendar, Cowes Week (August 2-8), has been an important part of “the Season” since 1826, boasting up to 40 races daily for around 7,000 competitors and 750 boats. Despite attracting over 100,000 guests, when it comes to merchandise, Cowes hasn’t exactly thought outside the box.

Cowes Week T-shirt, £22, Peach Face

But if you’re in the market for sailing gear, look no further than Musto, the world’s leading sailing brand and the event’s official clothing supplier. Their Cowes store stocks a selection of branded sailing gear. There’s also a Cowes Week T-shirt by Isle of Wight-based clothing brand Peach Face and a folding waterproof beach bucket (£25) by Invert Sport.