Cape Cod Beachcomber merch is its own lifestyle brand
Add Axios as your preferred source to
see more of our stories on Google.
The iconic logo has taken on a life of its own. Photo: Mike Deehan/Axios
One of the trendiest clothing logos seen around Massachusetts isn't attached to a name brand or social media influencer, but to a beachside bar known for oysters, rum floats and good times.
Why it matters: The merchandise at Wellfleet's Beachcomber bar and restaurant has gone from comfy beachwear to voguish fashion.
- No longer tied to the Cape, the 'comber logo pops up in Boston and across the country.
Once you know the bar's "oval B" logo — a wave cresting over a capital B — you'll see it everywhere you look, especially on the bumpers of cars that have made it out to Cahoon Hollow.
- The merch is so popular there's a separate shop and showroom on Rt. 6 dedicated to the hoodies, tees, hats and other items customers want to show off.
What they're saying: "When people go to the restaurant, almost everyone leaves with an article of clothing," Beachcomber retail general manager Marirose Pickard tells Axios.
- "I think a lot of it has to do with just the vibe and the uniqueness of the restaurant and just wanting to have that memory of the time that you had in that hollow,"
The store sells nearly 75 different items online for men, women and kids.
- Keychains, bumper stickers and the all-important beer koozies are also popular.
Ask anyone who's managed to get nearly all the way down to the Outer Cape where to get a drink and have a fun time, and they're likely to tell you to head toward the ocean side in Wellfleet to visit the venerable Beachcomber.
- Its loyal customers come back summer after summer, and a lot of them grab a new shirt to commemorate the trip.
The bottom line: The merch is more than a souvenir. It represents the Cape's beach culture and laid-back style for locals and washashores alike.