Following Mamdani’s Win, Souvenir Shops Look to Cash In

Seemingly overnight, T-shirts with the likeness of the new mayor have become common in New York City.

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.

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.

Intellectual property experts said that determining the legality of these T-shirts was not a simple matter. Politicians have a right to ownership of their likeness. But the public is also permitted to comment on politicians, allowing for a gray area.

Some politicians have pursued legal action against merchandise producers, said Marc Reiner, head of the intellectual property group at the New York City-based firm Hand Baldachin & Associates. He cited a 2004 lawsuit filed in response to a bobblehead toy depicting former Gov. Arnold Schwarzenegger of California.

Mr. Reiner said that Mr. Mamdani could object to the use of his image or name under New York State’s “right of publicity” law, but he would not be able to take action against shirts that criticize his political views or agenda.

Mr. Mamdani is not the only person who may have a right to make a claim about the shirts, said Julie Zerbo, a lawyer and founder of the Fashion Law website. Photographers also have legal recourse if their images of Mr. Mamdani were used in the shirts’ designs without permission.

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.”

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