Lifestyle
Taylor Swift fans mean business with Tortured Poet soap, Eras yarn, Kelce cookies
Sparta Candle Co. soaps inspired by Taylor Swift’s Eras tour and The Tortured Poets Department album.
Sparta Candle Co.
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Sparta Candle Co.
Sparta Candle Co. soaps inspired by Taylor Swift’s Eras tour and The Tortured Poets Department album.
Sparta Candle Co.
The official Taylor Swift online store is chockablock with earrings, hoodies, vinyl and other merchandise promoting the star’s latest record-breaking album, The Tortured Poets Department.
But there’s also a parallel industry devoted to selling crafty products inspired by Swift’s music and style — and it’s thriving.
“We’ve made soaps inspired by all of Taylor Swift’s albums. So of course we’re excited to introduce this one: Tortured Poet!” says Duane Swenk in a TikTok video. It’s been up for about a week, and has already been viewed more than 300,000 times.
Swenk is the spokesperson for his family-run soap and candle business, the Sparta Candle Co. — and a big Swiftie. Wearing a beard, beret and The Tortured Poets Department T-shirt, he’s showing off a soap in the shape of a cup of Earl Grey tea. It comes with a detachable saucer.
“This soap has notes of black tea, bergamot and lemon,” Swenk goes on to say in the video. “It’s a perfectly moody scent to pair with Taylor’s incredible new album.”
Months before The Tortured Poets Department dropped, Duane Swenk’s daughter, Jennifer Swenk — who serves as the Sparta Candle Co.’s CEO and founder and is also a devoted Taylor Swift fan — was hunting for hints about it to turn into potential product concepts. When she browsed through the upcoming song titles, she saw one called “So Long, London.”
Jennifer Swenk said the combination of London and the overall poetry theme of the album gave her the idea for the soapy tea cup.
“I felt like poetry goes hand in hand with having a cup of tea,” she said.
Music and style inspire shapes, scents and colors
Taylor Swift’s music evokes fanciful forms and scents for Jennifer Swenk. But Ashleigh Kiser is thinking in colors. Her company, Sewrella Yarn, has created a line inspired by Swift’s Eras tour, in which the pop star performs songs from her entire catalog.
“Something that is more of a love song, like the Lover era, those were very light, very pastel, very kind of ethereal colors,” said Kiser of matching Swift’s hits with yarn hues. “While the Evermore era got darker, more moody, more complicated colors.”
The company also just released a yarn collection based on The Tortured Poets Department.
The Tortured Poets Department yarn collection from Sewrella Yarn.
Sewrella Yarn
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Sewrella Yarn
The Tortured Poets Department yarn collection from Sewrella Yarn.
Sewrella Yarn
Kiser said she loves the way Swift inspires a sort of virtuous circle of creativity in fans.
“There were customers of ours who were buying the yarn that was inspired by the tour. And then they were going and knitting a sweater or a top or whatever their project was. And then they were then wearing that to Eras tour concerts,” Kiser said. “So it’s like the music informs the yarn which informs the project. And it just keeps going.”
Communal feeling
This communal aspect of creating merchandise inspired by Swift appeals strongly to baker Emily Henegar. The Nashville, Tenn.-based entrepreneur’s one-woman business, Cookie in the Kitchen, makes intricately decorated cookies incorporating details from Swift’s work and life.
She said she sometimes incorporates other artists’ designs into her own. For example, Henegar said she decorated a cookie with an image she found on social media of a beanie hat a fan made for Swift, which the star then wore to a football game.
Cookie in the Kitchen’s cookie collection riffing on Taylor Swift’s relationship with football player Travis Kelce.
Cookie in the Kitchen
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Cookie in the Kitchen
Cookie in the Kitchen’s cookie collection riffing on Taylor Swift’s relationship with football player Travis Kelce.
Cookie in the Kitchen
“I’m just scrolling Instagram, getting to pull inspiration from many different places,” said Henegar.
Henegar said she doesn’t mind when other makers incorporate her artistry into their own Swift-inspired products. “It’s nice if they can just credit me on their Instagram posts,” she said.
While Cookie in the Kitchen, Sparta Candle Co. and Sewrella Yarn mostly serve customers through their websites and/or brick-and-mortar stores, many small businesses focusing on Taylor Swift-oriented products look to Etsy and other arts ands crafts-focused online marketplaces to reach fans.
“I mean, talk about bringing people together, and talk about really amplifying creativity,” said Etsy trend expert Dayna Isom Johnson of Swift’s impact on the platform.
Johnson said entrepreneurs on Etsy aren’t just coming up with sales concepts ahead of the artist’s album releases and tour dates. They’re also quickly responding to what Swift sings, says and wears.
For instance, Swift’s lyric “So make the friendship bracelets” in her 2022 song “You’re on Your Own, Kid” created an unprecedented demand for friendship bracelets on Etsy. (According to company data, while Swift was touring across the U.S. in 2023, it saw a 22,313% increase in searches for concert-inspired friendship bracelets.)
A selection of Taylor Swift-oriented friendship bracelets on Etsy.
CustomBraceletWorld/Etsy
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CustomBraceletWorld/Etsy
A selection of Taylor Swift-oriented friendship bracelets on Etsy.
CustomBraceletWorld/Etsy
Etsy witnessed a similar spike in searches after Swift wore an unusual choker necklace at this year’s Grammys.
And this latest album, with its references to poetry — “You’re not Dylan Thomas, I’m not Patti Smith” — has been turning Swifties into wannabe poets; suddenly everyone wants a blank journal.
“We’ve seen a 727% increase in searches on Etsy for poetry-related items,” Johnson said.
Swift’s response to fans’ creativity
Swift herself seems to embrace her fans’ creativity. She’s been known to send notes and even homemade gifts to creative super-fans.
“They are constantly just showing me love in different ways,” she said in a 2012 video for VEVO music network. “And I really appreciate it.”
One small business owner making Swift-themed T-shirts and other items told NPR they have had products taken down from online marketplaces for possible copyright infringement.
But University of Pennsylvania law professor Jennifer Rothman said she is not aware of Swift launching lawsuits against small entrepreneurs, and she said that Swift’s overall openness toward fan-based creativity makes good business sense.
“Taylor Swift only benefits, I think, from having all this fan enthusiasm,” Rothman said.
The music industry trade publication Pollstar estimates Swift grossed close to $200 million in authorized merchandise sales last year. Rothman said most of these small scale, highly creative riffs on the artist’s life and work often don’t significantly impinge upon Swift’s brand or bottom line.
“If anything, they boost it by boosting the positive feelings around her,” Rothman said. “The fans still want the official merchandise and will wait in line for hours and hours to get it.”
Jennifer Vanasco edited the audio and digital versions of this story.
Lifestyle
After years of avoiding the ER, Noah Wyle feels ‘right at home’ in ‘The Pitt’
Wyle, who spent 11 seasons on ER, returns to the hospital in The Pitt. Now in Season 2, the HBO series has earned praise for its depiction of the medical field. Originally broadcast April 21, 2025.
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After years of avoiding the ER, Noah Wyle feels ‘right at home’ in ‘The Pitt’
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Lifestyle
Doctors says ‘The Pitt’ reflects the gritty realities of medicine today
From left: Noah Wyle plays Dr. Michael “Robby” Robinavitch, the senior attending physician, and Fiona Dourif plays Dr. Cassie McKay, a third-year resident, in a fictional Pittsburgh emergency department in the HBO Max series The Pitt.
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The first five minutes of the new season of The Pitt instantly capture the state of medicine in the mid-2020s: a hectic emergency department waiting room; a sign warning that aggressive behavior will not be tolerated; a memorial plaque for victims of a mass shooting; and a patient with large Ziploc bags filled to the brink with various supplements and homeopathic remedies.
Scenes from the new installment feel almost too recognizable to many doctors.
The return of the critically acclaimed medical drama streaming on HBO Max offers viewers a surprisingly realistic view of how doctors practice medicine in an age of political division, institutional mistrust and the corporatization of health care.
Each season covers one day in the kinetic, understaffed emergency department of a fictional Pittsburgh hospital, with each episode spanning a single hour of a 15-hour shift. That means there’s no time for romantic plots or far-fetched storylines that typically dominate medical dramas.
Instead, the fast-paced show takes viewers into the real world of the ER, complete with a firehose of medical jargon and the day-to-day struggles of those on the frontlines of the American health care system. It’s a microcosm of medicine — and of a fragmented United States.

Many doctors and health professionals praised season one of the series, and ER docs even invited the show’s star Noah Wyle to their annual conference in September.
So what do doctors think of the new season? As a medical student myself, I appreciated the dig at the “July effect” — the long-held belief that the quality of care decreases in July when newbie doctors start residency — rebranded “first week in July syndrome” by one of the characters.
That insider wink sets the tone for a season that Dr. Alok Patel, a pediatrician at Stanford Medicine Children’s Health, says is on point. Patel, who co-hosts the show’s companion podcast, watched the first nine episodes of the new installment and spoke to NPR about his first impressions.
To me, as a medical student, the first few scenes of the new season are pretty striking, and they resemble what modern-day emergency medicine looks and sounds like. From your point of view, how accurate is it?
I’ll say off the bat, when it comes to capturing the full essence of practicing health care — the highs, the lows and the frustrations — The Pitt is by far the most medically accurate show that I think has ever been created. And I’m not the only one to share that opinion. I hear that a lot from my colleagues.
OK, but is every shift really that chaotic?
I mean, obviously, it’s television. And I know a lot of ER doctors who watch the show and are like, “Hey, it’s really good, but not every shift is that crazy.” I’m like, “Come on, relax. It’s TV. You’ve got to take a little bit of liberties.”
As in its last season, The Pitt sheds light on the real — sometimes boring — bureaucratic burdens doctors deal with that often get in the way of good medicine. How does that resonate with real doctors?
There are so many topics that affect patient care that are not glorified. And so The Pitt did this really artful job of inserting these topics with the right characters and the right relatable scenarios. I don’t want to give anything away, but there’s a pretty relatable issue in season two with medical bills.
Right. Insurance seems to take center stage at times this season — almost as a character itself — which seems apt for this moment when many Americans are facing a sharp rise in costs. But these mundane — yet heartbreaking — moments don’t usually make their way into medical dramas, right?
I guarantee when people see this, they’re going to nod their head because they know someone who has been affected by a huge hospital bill.
If you’re going to tell a story about an emergency department that is being led by these compassionate health care workers doing everything they can for patients, you’ve got to make sure you insert all of health care into it.
As the characters juggle multiple patients each hour, a familiar motif returns: medical providers grappling with some heavy burdens outside of work.
Yeah, the reality is that if you’re working a busy shift and you have things happening in your personal life, the line between personal life and professional life gets blurred and people have moments.
The Pitt highlights that and it shows that doctors are real people. Nurses are actual human beings. And sometimes things happen, and it spills out into the workplace. It’s time we take a step back and not only recognize it, but also appreciate what people are dealing with.
2025 was another tough year for doctors. Many had to continue to battle misinformation while simultaneously practicing medicine. How does medical misinformation fit into season two?
I wouldn’t say it’s just mistrust of medicine. I mean that theme definitely shows up in The Pitt, but people are also just confused. They don’t know where to get their information from. They don’t know who to trust. They don’t know what the right decision is.
There’s one specific scene in season two that, again, no spoilers here, but involves somebody getting their information from social media. And that again is a very real theme.
In recent years, physical and verbal abuse of healthcare workers has risen, fueling mental health struggles among providers. The Pitt was praised for diving into this reality. Does it return this season?
The new season of The Pitt still has some of that tension between patients and health care professionals — and sometimes it’s completely projected or misdirected. People are frustrated, they get pissed off when they can’t see a doctor in time and they may act out.
The characters who get physically attacked in The Pitt just brush it off. That whole concept of having to suppress this aggression and then the frustration that there’s not enough protection for health care workers, that’s a very real issue.
A new attending physician, Dr. Baran Al-Hashimi, joins the cast this season. Sepideh Moafi plays her, and she works closely with the veteran attending physician, Dr. Michael “Robby” Robinavitch, played by Noah Wyle. What are your — and Robby’s — first impressions of her?
Right off the bat in the first episode, people get to meet this brilliant firecracker. Dr. Al-Hashimi, versus Dr. Robby, almost represents two generations of attending physicians. They’re almost on two sides of this coin, and there’s a little bit of clashing.
Sepideh Moafi, fourth from left, as Dr. Baran Al-Hashimi, the new attending physician, huddles with her team around a patient in a fictional Pittsburgh teaching hospital in the HBO Max series The Pitt.
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Warrick Page/HBO Max
Part of that clash is her clear-eyed take on artificial intelligence and its role in medicine. And she thinks AI can help doctors document what’s happening with patients — also called charting — right?
Yep, Dr. Al-Hashimi is an advocate for AI tools in the ER because, I swear to God, they make health care workers’ lives more efficient. They make things such as charting faster, which is a theme that shows up in season two.
But then Dr. Robby gives a very interesting rebuttal to the widespread use of AI. The worry is that if we put AI tools everywhere, then all of a sudden, the financial arm of health care would say, “Cool, now you can double how many patients you see. We will not give you any more resources, but with these AI tools, you can generate more money for the system.”
The new installment also continues to touch on the growing corporatization of medicine. In season one we saw how Dr. Robby and his staff were being pushed to see more patients.
Yes, it really helps the audience understand the kind of stressors that people are dealing with while they’re just trying to take care of patients.
In the first season, when Dr. Robby kind of had that back and forth with the hospital administrator, doctors were immediately won over because that is such a big point of frustration — such a massive barrier.
There are so many more themes explored this season. What else should viewers look forward to?
I’m really excited for viewers to dive into the character development. It’s so reflective of how it really goes in residency. So much happens between your first year and second year of residency — not only in terms of your medical skill, but also in terms of your development as a person.
I think what’s also really fascinating is that The Pitt has life lessons buried in every episode. Sometimes you catch it immediately, sometimes it’s at the end, sometimes you catch it when you watch it again.
But it represents so much of humanity because humanity doesn’t get put on hold when you get sick — you just go to the hospital with your full self. And so every episode — every patient scenario — there is a lesson to learn.
Michal Ruprecht is a Stanford Global Health Media Fellow and a fourth-year medical student.
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