SWAG Stories

"Once a jolly swagman camped by a billabong,
Under the shade of a Coolibah tree,
And he sang as he watched and waited till his billy boil,
You'll come a Waltzing Matilda with me."
- Waltzing Matilda by A.B. Paterson

What is SWAG exactly? Traditionally it referred to the cloth bundle a transient Australian vagabond might carry, filled with his clothing and belongings. For our purposes here, let's talk about a contemporary definition meaning the free stuff given away to those in (or near) the internet industry. I'm talking about promotional items, branded souvenirs, marketing giveaways and what we sometimes refer to as "tchotchkes" (Yiddish for "trinket").

There are many definitions and derivations, some of which are:
Marketing speak: Samples, Wearables And Gifts
On the industry floor: Stuff We All Get
Slang: Shit We All Git
Jaded veteran: Some Worthless Advertising Gimmick
Production studio: Scientific Wild Ass Guess

SWAG is one aspect of the internet industry that makes it all worthwhile. When a colleague shows me some new piece of SWAG they just received, it is usually because the gift is either really great or, alternatively, uniquely horrible and ill-conceived.

I've received these trinkets over the last 15 years and have kept many of them. T-shirts are probably the most common variety of SWAG, but the gifts are often of higher value. When we started MountainZone.com to broadcast content to the outdoor sporting industry, we hoped the gifts would begin to roll in. Oh, and roll they did. We received free condo stays and lift tickets from WhistlerBlackcomb resort, branded jackets from Warren Miller Entertainment, and free meals at local Seattle restaurants. Perhaps the greatest SWAG item I ever received was a limited edition K2 "Tricky Glow" snowboard (see photo). They made 750 of them and mine is stamped #666. And yes, it does glow in the dark. Because I need that.

We've all seen the bad gifts, too. What does it say about a company when you use their branded pen and it runs out of ink in a day? What about that key fob/flash drive that looses your data? A couple years ago I attended a medical technology conference and I was given a pen that barely wrote, but I kept it because of it's kitch value. It was promoting a collection agency and claimed they could, "get blood out of a stone." The ink was red.



I am constantly fascinated by how language and words mutate and develop. The term SWAG has a twisted history of spellings, derivations and origin stories. Explore for yourself and derive your own conclusions, I'm too busy playing with my branded plastic toys!

Wikipedia has a deep history of SWAG.

A similar spelling, Shwag, is often used to reference marijuana of questionable quality.

Another spelling is Schwag as used on the new website Start Up Schwag. This is the place to go to get branded T-shirts from the internet industry.

Some internet industry folks are taking photos of their loot and posting them for all the world to see. For example, Yahoo! employees have begun collecting SWAG from their company and photographing it all.

So, before you say, "I Survived the Dot Com Crash and All I Got Were These 3,000 Lousy T-shirts" remember that you are part of history! Join me in saving photos of these items for history to view. Send me photos and, if I get enough, I'll start an online SWAG museum.