Honey tv

It’s the spring of my freshman year. I’m in Berkeley for my sister’s graduation, which means I’m half tourist, half younger sibling accessory, and 100% just trying to kill time until someone tells me where the dinner reservation is. I start wandering, no destination, no plan — and then I see it.

A little shop tucked into the street. Bright clothes on racks. Music playing. Some guy in a beanie talking about a zine. I walk in. That’s when I meet Honey TV.

I’m doing my usual “I’m just browsing” thing — internally losing it over how good some of the pieces are but pretending to be chill. The people working there? They clock me instantly. They don’t pressure. They just get it. And then, without warning, they offer me free merch.

I hadn’t even bought anything. I didn’t even say anything. They just handed me a shirt and said, “You seem cool.” Which is how I ended up walking back to my family dinner wearing a hoodie from a brand I’d never heard of, feeling like I’d joined a club by accident.

What Is Honey TV Actually About?

Technically, it’s a clothing brand. Realistically, it’s the Bay Area’s most wholesome DIY cult.

Honey TV started out screen printing leftover merch for local bands (Mom Jeans, Just Friends — you get the vibe), and then morphed into its own thing: a brand that sits somewhere between a basement show flyer and a therapy session.

Their pieces are colorful, hand-drawn, and deeply rooted in the emo-adjacent, community-core scene. It’s giving: “crying at the show but in a fun way.” Shirts with affirmations, hoodies that say things like “you are not a burden,” and patches that make you want to text your ex (don’t).

It’s a brand for the kids who still go to house shows and the soft-spoken baristas who thrift like it’s a sport. It’s vulnerable without being cringe. Honest without being self-serious. The whole thing radiates warmth.

Here’s the Thing Though…

I don’t really listen to the music anymore.

Freshman year me was intrigued. Sophomore me still follows them on Instagram. But musically, I’ve moved on. My algorithm now serves me more Kaytranada than guitar riffs. I still like Honey TV — but now it feels like I’m admiring from the sidelines. Like seeing an old friend who still plays in a band while you’re busy reading newsletters about skincare.

Which raises the question: where does the brand go when its audience matures?

If I Were Their Consultant (And Let’s Be Honest, I Should Be)

1. Diversify the Audience Without Ditching the Soul
   Keep the heart. Keep the mission. But don’t make everything tie back to the DIY music scene. People like me still love the vibe — we just don’t want to feel like we’re crashing someone else’s band practice.
   

2. Create a Signature Piece That Lives Beyond the Niche
   Right now, the brand is mostly tees, hoodies, and accessories. That’s great. But what if they introduced the Honey TV jacket? Or a tote that becomes a uniform in creative circles? Anchor the brand with a piece people wear even when they don’t recognize the bands on the other merch.
   

3. Lean into Wellness Without the Crunchy BS
   One thing Honey TV does so well is emotional intelligence. They could easily drop a capsule called “How to Be Nice to Yourself” and it would sell out. Think: embroidered affirmations, burnout zines, a journaling kit. Sad but functional. I’m begging.
   

4. Evolve the Aesthetic Without Losing the Charm
   The hand-drawn style is part of the charm. But mixing that with elevated photography, creative direction, and a bit more structure could help them appeal to older fans (like, 23-year-olds who pay rent) without abandoning the original community.
   

Final Thoughts: This Brand’s Got Heart (And a Hoodie I Still Wear)

I walked into Honey TV with no expectations and walked out with free merch and a weirdly strong emotional attachment. That doesn’t happen often. The brand is grounded, kind, and full of intention — something you feel instantly whether you’re deep in the scene or just passing through like I was.

Even if I’ve aged out of the music, I haven’t aged out of the feeling. And Honey TV? They’re really good at feelings.

So yeah, I still follow them. Still double tap the posts. Still low-key root for them. Because even if I’m not crying at DIY shows anymore, it’s nice to know someone’s out there making sure the people who are feel safe, seen, and stylish.