Before Zohran Mamdani completed reciting the oath of office on Thursday, making him New York City’s new mayor, his image had already begun popping up on T-shirts in souvenir shops across Manhattan, in stores more known for trinkets and tchotchkes aimed at tourists than celebrating local politicians.
During his campaign, Mr. Mamdani made a point of not selling merchandise. Instead, he gave away bandannas and other wearable items for free or organized rallies where supporters could craft their own pro-Mamdani swag.
Now, despite Mr. Mamdani’s best efforts to encourage cost-free merchandise, T-shirts celebrating his mayoral victory priced anywhere from $10 to $25 have appeared on shelves, numerous store clerks said.
One design features the mayor’s likeness across an American flag. Another has the words “Mamdani New York” printed in the bold typeface of the local tabloid newspapers.
“It’s the world we live in,” said Sara Wagabaza, 44, a Brooklyn resident and Mamdani supporter who was attending a block party near City Hall on Thursday in celebration of his inauguration. She said she was looking to purchase a Mamdani hat from a street vendor.
Also in the area, Natalie Rea, 69, was on the hunt for a shirt to send to a relative in California, a sign, she said, that Mr. Mamdani’s popularity transcended New York.
It’s more common to see national figures like President Trump and former President Barack Obama on shirts, with some of the designs even entering pop culture. Several vendors across New York said they would be stocking goods commemorating a mayor of the city for the first time.
“A lot of customers are asking for them,” Din Islam, who was behind the counter of a storefront on Canal Street in Lower Manhattan, said of the Mamdani shirts that were stocked two days ago.
Syduzzaman Tarafdar, the manager of Big Apple on Gift near Times Square, said the store had sold hundreds of Mamdani shirts since they were introduced in October. A selection of Mamdani Christmas ornaments, however, did not arrive in time for the holidays, he added.
Some businesses are already planning a wider rollout of products inspired by the new mayor. An assortment of bobbleheads, key chains, magnets and hats are expected to arrive on local shelves in the next month.
Chinatown Center Gift Shop is already stocking three Mamdani T-shirt designs after a shipment that landed earlier this week nearly sold out. But one of the store’s owner, Muhammad Huda, said that sales following the initial excitement about Mr. Mamdani’s inauguration will depend on his job performance.
Mr. Huda said he was being cautious about stocking up on Mamdani merchandise after learning his lesson with shirts featuring Mr. Trump, which were a strong seller initially in 2024 before falling off.
“I don’t want to lose money like that,” Mr. Huda added.
Some shoppers visiting from outside the United States, however, were perplexed by the idea of purchasing a shirt featuring a local politician. Martina Moro, 21, visiting from Italy, said the closest thing she had seen back home were small figurines of politicians that were meant to “make fun of them.”
Bernadette Casey, 62, from Prestwick, Scotland, said that in her home country, “never would anyone put the head of the local council on a T-shirt.”
Ms. Casey said she would not be picking up a Mamdani-inspired shirt. “I might buy one with the Statue of Liberty or Brooklyn Bridge,” she said. “But definitely not with the mayor of New York City.”
Misty White Sidell is a Times reporter covering shopping and fashion trends.
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