In today’s world of online creators, there’s a clear difference between creators who sell ordinary “fan merch” and those who build a brand. One shining example of the latter is xplr merch— a name that has grown beyond simple hoodies and T-shirts to become a lifestyle symbol for millions of fans worldwide. But whose merch is XPLR, really? Who runs it, what does it stand for, and why has it become such a phenomenon?
This is the complete story behind XPLR — its creators, its vision, and its journey from a side hustle to a multi-million dollar business.
The Creators: Who Are Sam and Colby?
At the heart of sam and colby merch are two American YouTubers — Sam Golbach and Colby Brock. Best friends since high school, Sam and Colby rose to fame on Vine and later YouTube by filming daring explorations of abandoned buildings, haunted places, and urban legends. Their content is a mix of adventure, horror, and real friendship that attracts millions of subscribers.
But unlike many influencers, Sam and Colby did not just want to slap their names on T-shirts. They envisioned something more meaningful — a brand that would represent their shared mission to explore the unknown and push boundaries, while inviting their fans to do the same.
What Does XPLR Mean?
The name shop XPLR is an abbreviation of the word Explore. For Sam and Colby, it symbolizes the heart of their journey — exploring abandoned sites, hidden places, paranormal mysteries, and even their own fears. Over time, Explore also became a symbol for their fans — an invitation to step outside your comfort zone and discover who you really are.
When you buy an XPLR hoodie, you’re not just buying clothing with a logo. You’re buying into a community, an attitude, and a reminder to stay curious.
From Fanjoy to Full Control
In the early days, Sam and Colby partnered with Fanjoy, a company that helps YouTubers sell merchandise. Fanjoy handled production, orders, and shipping. Many fans bought their first XPLR shirts through Fanjoy’s website.
However, as their audience grew and demand exploded, Sam and Colby decided to take back full control. By 2022, they split from Fanjoy and made XPLR a fully independent brand. Now, they own the name, run their own online store, design new collections, and even handle collaborations with major retail chains.
This move gave them complete creative freedom and allowed them to make XPLR bigger than a standard merch line.
A Lifestyle Brand, Not Just Merch
One thing that sets XPLR apart from ordinary YouTuber merch is its focus on being a lifestyle brand. Most YouTuber merchandise sticks to bold slogans, names, or catchphrases from videos. XPLR, by contrast, keeps its designs simple, sleek, and streetwear-inspired.
The logo is minimalistic — often just “XPLR” in block letters, sometimes combined with small graphic details or metal-like finishes. The idea is that anyone can wear it — you don’t need to know Sam and Colby to appreciate the message behind the word Explore.
This clever branding attracts both hardcore fans and casual shoppers who want a hoodie that looks cool and carries a deeper meaning.
A Look at the Product Range
XPLR’s product line is diverse yet focused. Their core products are:
- Hoodies — probably their bestsellers. They come in classic colors like black, grey, or forest green, often featuring the clean XPLR logo across the chest or sleeve.
- T-shirts — simple, comfortable, and often drop-limited. Some designs have adventure-inspired prints or paranormal motifs.
- Sweatshirts & Tracksuits — for fans who want a cozy, everyday style.
- Accessories — including beanies, hats, mugs, posters, and even jewelry with subtle branding.
- Exclusive Drops — Sam and Colby sometimes release limited edition collections tied to new YouTube series or special events.
These drops often sell out within hours, fueling the hype and keeping the brand fresh.
Retail Partnerships: From Online to In-Store
XPLR started as an online-only store. But in recent years, Sam and Colby have taken it a step further. They struck retail deals with popular youth lifestyle stores like Zumiez and Hot Topic.
In 2023, XPLR hit Zumiez shelves as a two-day exclusive. The experiment was so successful that by 2024, Hot Topic also brought XPLR into select stores. Fans were thrilled to see their favorite brand in local malls — and many posted videos showing themselves buying XPLR gear in person.
For Sam and Colby, these partnerships are more than sales — they’re proof that XPLR can compete alongside major streetwear and alternative brands.
How Big Is XPLR Now?
In 2024 alone, XPLR made an estimated $13 million in sales — about $7.7 million from direct online orders and another $5.3 million through retail partnerships.
This level of success places them among the top creators who have turned a YouTube following into a thriving business empire. What’s more impressive is that Sam and Colby run the brand independently. They control the designs, marketing, pricing, and drops.
Why Fans Love It
Ask any fan what they love about XPLR, and you’ll hear similar answers:
- It’s more than a shirt — it’s a reminder to be bold and curious.
- The drops feel exclusive, which makes owning a piece special.
- The designs are subtle enough to wear anywhere.
- Buying XPLR makes fans feel closer to Sam and Colby’s mission.
The limited nature of some drops — often only available for a few days — also fuels demand. Many pieces become collector’s items in the fandom.
The Community Behind XPLR
Over the years, XPLR has grown into more than a brand — it’s a community. Fans all over the world share photos of themselves in XPLR gear on Instagram, TikTok, and Twitter. Some groups even organize local “explores,” where they visit abandoned or historic sites, inspired by Sam and Colby.
This sense of belonging is what keeps the brand alive. It’s not just about sales — it’s about shared experiences.
What’s Next for XPLR?
With millions in revenue, retail partnerships, and total creative control, XPLR shows no signs of slowing down. Sam and Colby continue to tease new collaborations, themed drops, and expansions into different product categories.
Fans speculate that the brand may one day evolve into a full adventure or outdoor gear line — which would fit perfectly with the Explore spirit.
Final Thoughts
So, whose merch is XPLR? Technically, it’s owned by Sam Golbach and Colby Brock. But in a deeper sense, it belongs to the millions of fans who wear it proudly and live by its message: Keep exploring.
