So what’s with the swag?
Wherever you go these days people seem to be very into swag. The term “swag” originated in hip-hop culture, but it has entered mainstream lingo. It refers to clothing and accessories that have a particular logo or design representing a certain brand. Wearing or sporting swag is meant to confer confidence because of the swag.
It’s not just sports games and amusement parks that disseminate swag. Summer camps and many schools also distribute all sorts of swag, often for free. Some of the swag is quite innovative, including magnets, socks, towels, water bottles, decks of cards, pillowcases, and scarves.
The other term used is “merch.” According to one website I saw, swag is typically free and used as promotional products to increase brand visibility, especially at events. Merch, on the other hand, is sold with the goal of building loyalty through more expensive items like apparel or limited-edition products.
It makes sense that swag is disseminated so widely; after all, it’s free advertising for the proprietor.
It connects to a psychological concept called reciprocity. When we receive something, even if we don’t really want it, we feel the need to “give back.” We can give back by purchasing something, or by being a loyal adherent to the product and recommending it to others.
Swag also reminds the receiver of an experience or event and helps him hold onto a deep feeling of connection long after the experience or event has ended. During the winter, when one wears a swag jacket from camp, it helps him feel connected with his summer experience.
But why are people so head over heels to receive swag, even stuff they absolutely don’t need?
Part of the reason is definitely that we like free stuff. But more profoundly, it plays on our desire for inclusion. When I wear swag, I feel connected with the source. I want to be part of the source of the swag, and it gives me a broadened feeling of identity.
The idea of inclusion is further demonstrated by the fact that a person would never wear swag from a company that espouses ideas that offend him, no matter how comfortable or stylish the item is.
People wear team or company swag because they want to represent and broadcast their affiliation with that team or company. It says something about me.
Living in exile means that we feel affiliation and loyalty to many things. The “teshuvah season” of Elul, Rosh HaShanah, and Yom Kippur reminds us who our true affiliations and ultimate loyalty are with.
The Gemara (Rosh HaShanah 17b) relates: “Rabbi Yochanan said: If the pasuk didn’t say it, it would be impossible to say it. This teaches that the Holy One, blessed is He, wrapped Himself (in a tallis) like a prayer leader and demonstrated to Moshe the order of prayer. He said to him: Whenever the Jewish people sin, let them perform before Me this procedure and I shall forgive them.” The Gemara notes that Hashem then related to Moshe the 13 divine attributes of mercy. The Gemara concludes, “A covenant has been made regarding the 13 attributes, that they never return empty-handed.”
This is the source of why we repeat the 13 attributes dozens of times in our Selichos. It culminates with ne’ilah on Yom Kippur, when it’s said over ten times, almost in a row.
The question is: Does the Gemara mean that merely reciting this formula is enough to ensure a divine response?
The Chofetz Chaim related a parable about a factory owner who left on vacation for a couple of weeks. When he returned, he was dismayed to find the factory in utter chaos. Nothing had been taken care of in his absence. Production had almost completely stopped, and everything was in disarray.
The owner angrily summoned his manager, demanding to know why he had not followed instructions.
The manager replied that he had done exactly what he had been told. “I summoned all the employees every morning and I read your list of chores and rules to them every day!” The owner asked incredulously, “And then what happened?” The manager replied, “Then I sent everyone home. You said I had to read the list and that’s just what I did.”
The owner was beside himself. “Did you really think I just wanted you to read the list? You were meant to follow the instructions and ensure that everything was taken care of.”
The Chofetz Chaim explained that the Gemara doesn’t say that Hashem said, “Let them read before Me this procedure.” Rather, it says, “Let them perform before Me this procedure.” In other words, we repeatedly read the 13 divine attributes to remind us that we too must seek to imitate those attributes. We too must be “compassionate, gracious, slow to anger, performing abundance of kindness, and truthful,” etc.
Our greatest aspiration is to be like Hashem and to be worthy ambassadors of the chosen nation.
This week has been a painful and difficult one for the Jewish people. On one tragic day we lost a minyan of holy souls – six civilians killed in a terrorist attack in Yerushalayim and four soldiers in Gaza. In America, an outspoken friend of Israel was murdered, ostensibly because of his conservative and pro-Israel views.
At the same time, Israel attacked the leadership of Hamas in Qatar, sending a powerful message to the world that Israel will live up to its commitment to hunt down its enemies anywhere in the world.
Whether we like it or not, the world defines every Jew as Jewish and Israeli.
We should embrace that and wear it as a badge of honor.
Aside from our personal teshuvah, we need to feel connected to each other and to Hashem. No matter what swag we might wear, our ultimate affiliation is with the Jewish people. It is our greatest honor that we are the eternal people with an eternal mission.
Rabbi Dani Staum, LMSW, is a popular speaker, columnist, and author. He is a rebbe at Heichal HaTorah in Teaneck, NJ. and principal of Mesivta Orchos Yosher in Spring Valley, NY. Rabbi Staum is also a member of the administration of Camp Dora Golding. He can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it. and at www.strivinghigher.com.
