San Francisco’s love affair with transit merchandise just got a little more complicated. Local fashion brand Baggu recently launched a new store in the Mission District, celebrating with custom hats and water bottles adorned with what appears to be BART’s iconic logo. But here’s the twist: BART didn’t know anything about it.

BART’s communications director Alicia Trost expressed surprise at the unauthorized use of their branding, stating, “It is not a partnership, and we are surprised to see our logo”. While the agency seems flattered, they’re also quick to point out their ongoing financial challenges. With ridership decimated by the pandemic, BART and other Bay Area transit agencies are teetering on the brink of insolvency.

The merchandise, which quickly went viral on social media, attracted thousands of likes and comments describing the items as “absolute fire” and the “collab of the year”. Baggu even sweetened the deal by offering one of these transit-inspired items as a free gift to customers spending over $50 during the store’s opening day.

Despite BART holding a trademark on their “BA” logo, Trost did not confirm whether the agency would pursue legal action against Baggu. The bag company has remained silent on the matter, leaving many wondering about the potential implications of using a transit agency’s branding without explicit permission.

This incident highlights the complex relationship between local brands, public transit, and intellectual property in San Francisco’s creative ecosystem. As transit agencies continue to seek innovative funding solutions, unexpected marketing “collaborations” like this might become more common.

For now, fashion-forward Bay Area residents can decide for themselves: is this a cheeky tribute to beloved public transit, or an unauthorized appropriation of a struggling agency’s brand?