In South Austin, St. Elmo Brewing Co. has built more than a taproom. They’ve built a community.
Known for timeless beers, a laid-back atmosphere, and a strong local-first mindset, St. Elmo Brewing Co. has become one of Austin’s most loved gathering spots. With the recent addition of a North Austin taproom and brewing facility, that community continues to grow. Their merch reflects the same spirit as their beer: Approachable, thoughtfully crafted, and rooted in place.
“Our merch is essentially an extension of our brewery’s ethos and the beer we make,” shared Andrew Genitempo, Creative Director and Director of Brewing Operations. “Approachable, timeless, and easygoing.”
That philosophy shows up clearly across their apparel and accessories. Designs like the Flying Van tee, featuring “Hank,” their original delivery van outfitted with wings, nod to St. Elmo’s South Austin roots. Staples like the classic flag-logo cap carry a familiar, enduring feel that regulars recognize instantly.
Working with a close group of local designers since day one has allowed the brand to evolve without losing its identity. That consistency is just as important as any other part of the business.
Seeing customers wear St. Elmo merch goes beyond simple brand visibility.
“It’s incredibly flattering,” Andrew said. “And I hope it means more to the person wearing it than just ‘this looks cool, so I bought it.’”
St. Elmo has always centered inclusivity and community, and that intention carries through every shirt, hat, and tote. To some, it may look like a simple logo. To others, it represents a place they return to, a neighborhood they belong to, and a brand they support.
“I hope it gives people pride wearing it, saying, ‘Yeah, I drink here. I support local. This is my spot.’”
Among the current lineup, one piece stands out.
“I’ve been really loving our Lightning Bolt hats lately,” Andrew shared. “They’re all-mesh, super lightweight, and perfect for beating the Texas heat. I’ve even been running in mine.”
Designed by longtime collaborator Keith Davis Young, the Lightning Bolt hat strikes a balance between bold and minimal. Functional, wearable, and unmistakably St. Elmo. A piece designed not just to look good, but to fit naturally into everyday life.
Thoughtfully made, proudly local
Behind the scenes, St. Elmo approaches their merch program with the same care they bring to brewing. Trusted collaborators, attention to detail, and a focus on longevity over trends.
At Kong Screenprinting, we’re proud to support brands like St. Elmo Brewing Co. as they turn their identity into restaurant and brewery merch people genuinely want to wear. Not just apparel, but an extension of the community they’ve built.
St. Elmo Brewing Co. is a reminder that when design, craft, and culture align, merch becomes more than gear. It becomes part of how a place shows who it is.
