But the merch team made a surprising discovery: It was often the tackiest stuff that sold the best. While the celebrity-designed products drew all the attention, the “O’Bama” Irish-themed gear, Obama-branded tube socks, and Obama-birth-certificate coffee mugs (a Donald Trump-directed troll) were the real smash hits. “What we were able to do with the Obama merchandise was to make it ‘cool,’” says Meaghan Burke, who ran the campaign’s merchandising arm. “Political T-shirts, buttons, and swag have always been a way to show your support—but we made items that were popular with people who were not your average political merchandise buyers.” (Not everything sold—the Obama-scented candles were a notable flop.)

Clinton may eschew the idea that she’s running for Obama’s third term. But her announcement video made clear that her strategy for winning the White House is built upon reactivating the old Obama coalition of minorities, single women, and young people. So it stands to reason that pantsuit tees and pro-woman throw pillows would be a key component of her political strategy. (It’s also no coincidence that the Republican most eagerly pursuing millennials—Rand Paul—is the only one hawking mock-ironic schwag like a $100 “Hillary Hard Drive.”)