The bird logo was everywhere.
If you spent any time on the internet between 2017 and 2020, you couldn't escape it. A stylized parrot—Maverick—emblazoned on hoodies, backpacks, and t-shirts. It wasn't just merch. It was a $40 million a year powerhouse that basically rewrote the rulebook for how creators sell things. But honestly, the story of Maverick Apparel and Logan Paul is a lot messier than just a guy selling sweatshirts to his fans.
It involves a multi-million dollar lawsuit, a complete rebranding of what it means to be a "Maverick," and a pivot that eventually paved the way for things like Prime Hydration.
The $40 Million Accidental Empire
Logan Paul didn't just wake up and decide to be a fashion mogul. He was a vlogger who understood one thing better than almost anyone: identity. He didn't want to put his face on a shirt. That's what "merch" was back then. Instead, he wanted to sell a lifestyle. He called his fans "The Logang," but he called himself a Maverick.
By the time he was 22, the Maverick Apparel brand (under the official name Maverick by Logan Paul) was pulling in numbers that would make traditional retailers weep. We’re talking $3 million in three days during peak drops. In its first full year, the brand reportedly cleared $50 million in revenue.
Think about that. A kid with a camera and a parrot was outperforming established mall brands.
The secret sauce wasn't the fabric. It was the "Maverick" ethos. Logan preached this idea of being the independent, unorthodox trailblazer who doesn't fit in. For a teenager sitting in their bedroom feeling like an outsider, that $55 hoodie wasn't just clothing. It was a uniform. It was proof they belonged to something bigger.
The Lawsuit You Forgot About
Here is where things get sticky. While Logan was building his "Maverick" empire, an actual company called Maverick Apparel already existed. They had been around since 2005, making "wholesome apparel for juniors and children."
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They weren't happy.
In early 2018, the original Maverick Apparel hit Logan Paul with a massive legal threat. It wasn't just about the name, though. It was about the timing. This was right after the infamous "Suicide Forest" incident in Japan. The original company claimed that Paul had "hijacked" their name and then proceeded to "infect" it with his "mutton-headed conduct."
Their legal team didn't hold back. They claimed his actions caused a $4 million drop in their sales because parents didn't want their kids wearing anything associated with the word "Maverick" anymore.
"Maverick Apparel did not cater for its name being hijacked, in full, by a vlogger catering to his evident lowest common denominator narcissism..." — Excerpt from the 2018 cease-and-desist letter.
Eventually, the dust settled. Logan’s brand continued to operate primarily as Maverick by Logan Paul, creating a legal distinction from the sportswear company. But it was a wake-up call. It showed that "doing things differently" has real-world legal consequences when you step on the toes of established trademarks.
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Why the Brand "Faded" (But Didn't Die)
If you look at Logan Paul today, he’s rarely wearing the bird logo. He’s holding a bottle of Prime or wearing WWE gear. Does that mean Maverick is dead?
Not exactly.
The brand underwent a massive shift in 2020. He launched "The Maverick Club," a subscription-based model that offered exclusive content and limited-edition drops. He realized that selling one-off hoodies was a treadmill. You have to keep designing, keep shipping, and keep inventory. Subscription revenue? That's the holy grail of business.
At its peak, the Maverick Club had over 50,000 members paying $20 a month. You do the math. That’s $12 million a year in recurring revenue without having to worry about if a specific t-shirt design is "cool" this month.
But honestly, the biggest reason you see less of the brand is focus. You can't run a multi-billion dollar beverage company like Prime and a wrestling career while also trying to be the next Supreme. Maverick became the "infrastructure" for his life. It taught him how to handle supply chains, how to build hype through scarcity, and how to convert "viewers" into "customers."
The Real Legacy of Maverick Apparel
Most people think of it as just a phase in a YouTuber's career. They're wrong.
Maverick Apparel and Logan Paul proved that creators could be actual entrepreneurs. Before this, "merch" was a side hustle. Logan treated it like a flagship brand. He hired professional designers, invested in high-quality logistics, and used his vlogs as a 24/7 commercial that didn't feel like a commercial.
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If you look at the landscape in 2026, every major creator has a brand. MrBeast has Feastables. KSI has Prime. They all followed the Maverick blueprint:
- Don't put your face on the product.
- Build a brand around an "ethos" or "vibe."
- Use scarcity to drive demand.
- Scale into recurring revenue models.
What to Do If You're Still a Fan (or a Hater)
If you’re looking to get your hands on original Maverick gear today, the official "Shop Logan Paul" site is often redirected or focused on his latest ventures. Most of the "classic" bird logo gear has moved to the secondary market.
- Check Resale Sites: Places like Poshmark, eBay, and Depop are flooded with original 2017-2019 Maverick hoodies. You can often find them for $20-$40, a fraction of the original price.
- Verify Authenticity: Look for the specific "Maverick by Logan Paul" neck tags. There were thousands of knockoffs sold on Amazon and at kiosks during the height of the craze.
- Watch the Pivot: If you're interested in the business side, keep an eye on how Logan uses his "Maverick" trademark in his newer venture capital moves with the Anti Fund. The name is still his primary identity, even if it's not on a sweatshirt.
The era of the $50 vlogger hoodie might be over, but the business lessons Logan Paul learned from Maverick are currently fueling a billion-dollar empire. He didn't just sell clothes; he sold a way to behave. And love him or hate him, that's just good business.
If you're tracking his business evolution, look into how the "Maverick" IP is currently being integrated into his WWE merchandising deals, as that's where the most "active" version of his personal brand lives today.