San Francisco’s transit love affair just got a whole lot sassier - and slightly awkward.

Local fashion brand Baggu decided to play a bold game by dropping a collection of hats and water bottles that suspiciously resemble BART’s iconic logo without, you know, actually asking permission. Talk about San Francisco startup energy.

The Unauthorized “Collab”

Baggu’s new Mission store launch came with a surprise twist when they unveiled merchandise that looked eerily similar to BART’s branding. BART’s communications director Alicia Trost wasn’t exactly thrilled, publicly calling out the “collab” that wasn’t actually a collaboration.

The Financial Twist

Behind the sass is a serious story. Bay Area transit agencies have been struggling financially since the pandemic decimated ridership. BART is literally counting pennies, which makes Baggu’s unauthorized merch drop feel like a particularly spicy twist of the knife.

Social Media Loves the Drama

Despite the potential legal drama, social media users are eating up the merch. Instagram comments called the items “absolute fire” and the “collab of the year” - proving that in San Francisco, unauthorized brand crossovers are basically a personality trait.

While BART hasn’t confirmed legal action, they’re definitely not shy about wanting a slice of whatever profit Baggu might make. Stay tuned for the ultimate Bay Area brand showdown.