Airline merch has become big business – here’s what’s worth the most on eBay

Princess Diana in a Virgin Atlantic sweatshirt outside the Harbour Club in Chelsea in 1995 - Getty

The late Princess Diana sported some iconic looks: her off-the-shoulder “revenge” dress designed by Christina Stambolian; her admirably chic leopard-print lapel and midi-skirt combo at Prince Harry’s Sports Day; and her off-duty sunglasses and cycling shorts mix, topped off by a Virgin Atlantic sweatshirt emblazoned with a Flying Lady swathed in the company’s signature red.

Looking at pictures of the last outfit, it’s clear that it chimes perfectly with Gen Z’s penchant for pulled-up sports socks, teeny shorts and baggy tops.

So it was a marketing brainwave to re-release the sweatshirt to commemorate the 30th anniversary of Princess Diana’s airing of the original – and to reference it as the “People’s Pullover”.

An initial run of sweatshirts sold out overnight, with £10 from the cost of each £59 garment going to Save The Children. For anyone who didn’t nab one, a Virgin spokesman said: “We’re asking that those who want a jumper register their interest on our Retail Therapy website. They will be notified when they are restocked.”

The sweatshirt is the latest coup in a recent spate of airline merch. It comes hot on the heels of the launch of a streetwear line from Middle Eastern low-cost Saudia, which got its first airing at Riyadh Fashion Week (although it doesn’t seem to be available in the UK).

Streetwear by low-cost airline Saudia launched at Riyadh Fashion Week - Saudia

And Virgin’s sweatshirt is the beginning of a lifestyle range which will launch soon on its website, featuring bags, playing cards, luggage tags and more.

From teddy bears to £500 holdalls

Airline merchandise is nothing new. Any child of the Eighties will remember the cuddly toys and model aeroplanes in the back of the Duty Free catalogue, while some airlines have been inventively upselling for more than half a century.

Back in the 1950s, KLM gave its first gin-filled Delft Blue houses to Business Class customers on long-haul flights. Since then, they’ve released another one on October 7 every year.

Some people book flights just to get them and the houses even have their own app so people can log their collections. A complete set, in almost perfect condition, is currently on sale for almost £2,000 on eBay.

A complete set of KLM’s Delft Blue houses, in almost perfect condition, is on sale for almost £2,000 on eBay - Bert de Boer / Alamy Stock Photo

What is new is how canny airlines are becoming at using merchandise to place their brand in the market. Virgin’s sweatshirts show that it’s always been the cool choice, while Saudia’s streetwear suggests a progressive side to what’s often seen as a particularly restrictive country.

When Air France partnered with renowned perfumer Francis Kurkdijian on the scent for its airline lounges, it was sending a firm message about its chic credentials.

It has worked to make both its in-flight freebies and the goods sold on its website as posh as possible, enhancing its reputation as one of the world’s most opulent airlines. In its official online store, you can buy £500 wheelie holdalls (a collaboration with luxe leather brand Wool&Oak) alongside £50 Emirates kids’ Christmas jumpers and £25 golden notebooks (the result of work with Pantone).

Meanwhile, its Bulgari product-stocked First Class Amenity Kits can reach suitably stratospheric resale prices. One current eBay listing is asking £130 for the male version.

The wash bag war

Unless you’re a frequent first-class flyer, the constant upgrading of amenity kits (which has turned into a battle for supremacy among carriers) may have passed you by. “With rising demand for premium experiences, the market for high-end amenity kits is expanding.

“A thoughtfully designed kit can leave a lasting impression on passengers, elevating their journey and reinforcing brand identity,” claims Gunmeet Muchhal, an account manager at luxury amenity manufacturer Kimirica Hunter who wrote a thought piece on the subject.

In October, British Airways launched a limited edition version with art platform Rise Art; in June, American Airlines provided limited edition pouches for passengers, created by Hollywood Designer Brandon Blackwood. Swiss got in on the act via a collaboration with pricey cult night and underwear brand Zimmerli too.

With airline profit margins remaining slim, paid-for merchandise could represent a valuable income stream too. It’s measured as part of “ancillary revenues” alongside seat and luggage charges and food and drink sales. As a whole, OAG (Official Airline Guide) reported that this sector accounted for 15 per cent of total airline revenue in 2022.

However, in-flight sales have been on a downward spiral in the last decade, thanks to more readily-available luxury goods and online shopping. A 2025 report from management consultancy firm Kearney found that airlines were “facing various challenges from lower shopping frequency, shifting consumer behaviour, and questioning of the duty-free price promise”.

But hotels have already harnessed the power of merchandise to add to their exclusive appeal, with glossy magazines claiming it’s now far cooler to sport a hotel-branded t-shirt than a designer one. Could a British Airways baseball cap be the next must-have?

If so, airlines will have to get inventive about what they sell – whether that’s collectables or collaborations with in-demand labels. Signs of these cult collabs are already appearing. Delta celebrated its centenary with a limited-edition travel range from SPANX while bag brand Charles + Keith made hip handbags from materials recycled from Singapore Airlines planes.

The Charles & Keith x Singapore Airlines limited-edition bags are reworked from materials gathered from retired aircrafts

Get it right, as Virgin has, and airline merch could soon inspire fanaticism far beyond ardent aviation enthusiasts. In the meantime, there are people such as Anthony Toth, who has amassed a collection of airline memorabilia so huge that it’s housed in its own warehouse.

Its 1980s uniforms and retro dinner services are definitely things of beauty and the collection is worth an estimated $5m according to Collector’s Call (the US equivalent of The Antiques Roadshow).

Food for thought: perhaps it might be worth investing next time you’re in the skies (or at least taking the free socks and eye mask home).

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