OUR STORY…

A ribbon-cutting ceremony outside a storefront called "U-Name-It' shortly after the Humphreys family purchased it and updated the storefront. This is the humble beginnings of what is now the business named SWAG.
Three children are sitting and lying in front of a display table with a black cloth that has 'SWAG' and '@HUMBOLDTSWAG' printed on it. The display showcases clothing items, including mannequins dressed in T-shirts and sweatshirts, with a pair of mannequin torsos showing a gray V-neck T-shirt and a black T-shirt with 'Elk Ridge' written on it. The children are smiling and posing for the photo.

The Humphreys family made a life-changing move from Southern California to Humboldt County in 2013 — drawn by the beauty of a smaller, rural community, the chance to be near family, and the desire to raise their children in a slower, more natural way of life. It was here, in the heart of Humboldt, that SWAG began its journey.

Starting with the purchase of a small engraving shop in Henderson Center, SWAG quickly grew as we expanded our services to help the university, hospitals, breweries, casinos and other local businesses with custom merchandise and promotional products. Eventually we branched out further and exploded alongside the emerging cannabis industry, helping farms navigate the complex path toward legalization. As the industry blossomed, so did we — evolving into Humboldt SWAG, a full-service agency with a passionate team of 21 dedicated employees, including designers, photographers, office staff, and production assistants who all shared a love for the craft and community.

Our roots are deeply intertwined with Humboldt County — a place that inspires us every day. We cherish the many clients who have supported us over the years, helping us grow and succeed together. We also hold immense gratitude for every member of the SWAG family, past and present, whose hard work, creativity, and spirit have shaped our story.

The challenges of 2020 tested us, as the pandemic and the collapse of the cannabis market forced us to downsize and rethink our path. For several years, we operated on a smaller scale, staying connected to the handful of clients who weathered the storm with us.

Today, we’re proud and excited to step into a new chapter — moving into a new building and ramping back up to serve our community once again. Our focus is clear: to stay intentionally small, prioritize quality over quantity, nurture great relationships, and savor every moment of this journey.

SWAG is more than a business — it’s a labor of love, a community partner, and a way to honor our family and this beautiful corner of the world we’re lucky to call home.

The Humphreys Family holding hands on a rural road during sunset, smiling and wearing casual clothes in Humboldt County near Mad River and McKinleyville, very close to the Hammond Trail and several farms in the Arcata bottoms.
The Humphreys Family standing on a bridge on the Hammond trail where is crosses over the Mad River and goes into the Arcata bottoms. A bridge with a metal truss structure at sunset, smiling and posing for a photo.