From Friends to Collectors: Why No New Friends & Co. Is Expanding Into Collectibles
We started No New Friends & Co. as a celebration of authentic connections. Our shirts, hats and meet‑ups were created to honor the friends we already have and to welcome people who share our values. Over time we noticed that many of you weren’t just bonding over clothing and coffee — you were swapping Pokémon cards at pop‑ups, comparing sneaker grails at concerts and geeking out over limited‑edition art toys. That energy felt familiar because we grew up doing the same thing.
Growing up in a collector’s world
Many of us on the team remember anxiously ripping open booster packs at the lunch table, hunting for that holographic Charizard or the rare rookie card. For a long time we saw collecting as a personal hobby, but it turns out we were part of a much bigger phenomenon. Studies show that 61 percent of Americans consider themselves collectors, and collecting isn’t just “purchase behavior” — it’s a lifestyle that ties us to our past, builds community and even benefits our mental health. Scientists at Utah State University note that hobbies like collecting reduce stress, enhance well‑being and encourage social connection.
Dr. Shirley M. Mueller, author of Inside the Head of a Collector, explains that people collect because it makes them feel good — anticipating the acquisition of a desired object lights up the brain’s pleasure centers. We’ve felt that rush every time we open a blind box or trade for a new card, and it’s no wonder so many of you told us you feel the same way. Nostalgia also plays a huge role: Market Decipher’s 2023 report on the collectibles industry notes that many collectors are driven by fond childhood memories, while pop culture phenomena like Star Wars and Transformers in the 1970s and ’80s laid the foundation for today’s booming market.
Collecting is about community
What we love most about collecting isn’t just the stuff — it’s the people. The team at EQL studied collector culture and found that hobbies like collecting build community and help combat the loneliness epidemic. Having a shared interest — whether it’s baseball cards, vinyl records or sneakers — gives us common ground and makes it easier to form friendships, especially in our 30s and 40s when making new friends can feel hard. That’s why you see message boards, Discord servers and trade nights popping up everywhere.
We also believe collectors deserve protection and trust. In the early days of coin and card trading there was no way to agree on condition or authenticity. Companies like PCGS and PSA changed that by introducing third‑party grading; their certifications gave collectors confidence and protected them from fakes. Passion drives collecting, but authenticity keeps the hobby healthy. We want to bring that same level of care to every item we curate.
A natural avenue for No New Friends & Co.
Given all this momentum, expanding into collectibles feels less like a pivot and more like a natural progression for us. Our brand is about preserving genuine friendships and creating spaces where people feel they belong. Collecting amplifies those values: it sparks nostalgia, fosters community and invites everyone to share in the thrill.
Our foray begins with curated cards and mystery boxes — think carefully sourced Pokémon booster packs and hand‑picked sets that capture the magic of discovery. We’re not chasing every trend; we’re focusing on items that resonate with our community. Just as we approach our apparel drops, we will treat every card like a Mantle: every collectible is someone’s treasure, whether it’s a rare holo card or a budget‑friendly booster. Transparency and trust are non‑negotiable, so we partner with established grading services and only carry authentic, sealed product.
We’re also inspired by the innovations happening across the industry. In the sports world, fans are clamoring for re‑engineered memorabilia like lamps made from race‑used parts or personalized F1 flags, and market research shows that personalization is driving demand. Our community has always asked for meaningful products, so expect limited‑edition collaborations that fuse our design aesthetic with beloved pop‑culture franchises.
Join the next chapter
We can’t wait to share this journey with you. The joy of collecting comes from the chase, the stories behind each item and, most importantly, the friends we make along the way. Keep an eye on our Collectibles section for upcoming drops, behind‑the‑scenes stories and tips for new collectors. And remember — whether you’re opening a mystery pack, trading with a friend or just admiring your shelf, you’re part of a community that values authenticity, nostalgia and connection.
Stay close, stay curious and keep collecting.
Pokémon Packs