Merch is short for merchandise, where we use "" as a url. All our collaborators get their own for their collection.
The collaborator name is added to the link, so it looks like This shareable and self explanatory link acts as a portal
to each of our collaborators and can be placed wherever. The link makes link-sharing very clean and aesthetic. 
 The link was initially registered in 1999 and has since not been available.
20 years after its initial registration, it was acquired by us in 2019 to make link sharing better for our partners.
".ch" is the national domain ending of Switzerland and refers to Confoederatio Helvetica, which is the latin name of the country. 
We are the sole owner of the domain.