Guardian Fashion • Jan. 6, 2026, 11:44 a.m.

<p>From Trader Joe’s totes to Greggs jewellery, swag mania reveals how small businesses can promote their ‘brands’ – and how we use stuff to signal our tribe</p><p>For all its many charms, Norwich tends to lag behind London on internet-buzzy trends (personally, I count that as <em>among</em> its charms), but it’s not always easy to pinpoint by exactly how long. So I was interested to spot, on a recent trip into the fine city, a woman carrying a Trader Joe’s-branded tote bag.</p><p>Trader Joe’s is a US supermarket; it does not operate in the UK, let alone East Anglia.

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