Framer Expands Merchandise Store with Two New Washed Cap Designs.

Framer has expanded its merchandise store with two new cap designs, marking the latest addition to a product catalog that increasingly extends beyond software. The website builder known for its Figma-like interface now offers a washed logo cap and a washed slogan cap, both featuring embroidered details and adjustable fits.

The caps join an existing lineup of branded merchandise that includes the recently launched F1 mechanical keyboard, mugs, t-shirts, sweatshirts, and posters. While Framer's core business remains its web design platform, the company has steadily built out a physical product collection that targets its community of designers and developers.

The new caps follow a familiar pattern for design tool companies seeking to build brand loyalty through physical goods. The washed logo cap features Framer's branding in embroidered form, while the slogan cap displays text-based messaging, also embroidered. Both use an adjustable fit design, suggesting they're built for everyday wear rather than collector status.

Framer's store has evolved considerably over the past year. The company launched its F1 hardware keyboard earlier this year, a 75% low-profile mechanical keyboard with programmable knobs and a color LCD display. That release signaled Framer's willingness to invest in hardware products that serve its design-focused user base.

The merchandise strategy reflects broader trends in the NoCode and design tool space, where companies like Webflow and Bubble have cultivated passionate communities. Physical products become identity markers for users who spend hours daily in these platforms.

The cap launch comes as Framer continues to iterate on its core platform. The company recently cut editor pricing and introduced a $10 content editor role, making it more accessible for teams to collaborate on website projects. It also upgraded its Basic plan with five times the bandwidth and doubled CMS collections.

These platform improvements have expanded Framer's user base, which now includes marketing agencies, startups, and independent designers. The merchandise serves as both revenue stream and marketing channel, turning users into walking advertisements.

The caps are available now through Framer's online store at framer.link/store, alongside the rest of the company's physical product catalog. Pricing was not disclosed in the announcement.

Whether branded caps represent a meaningful business line for Framer or simply community-building exercises remains unclear. What's certain is that the company sees value in extending its brand beyond pixels and code, creating tangible touchpoints with the designers who build on its platform daily.