Forget traditional airline merch. Lufthansa merch could actually make your trip better. The airline is turning the unwritten rules of flying into fashion with the US launch of its limited-edition Travel Etiquette Collection, an idea by Serviceplan Group

Who gets the middle seat armrests? Why can’t everyone just exit the plane row by row? And don’t we all text our moms when the plane lands? Inspired by the shared experiences, unspoken rules, and little courtesies that make every journey more enjoyable, the collection gives travellers a playful way to wear their opinions on the dos and don’ts of flying.

According to a recent Ideally survey of US airline passengers, 70% say small acts of consideration can make a big difference in the travel experience. Near the top of the list is checking with the passenger behind you before reclining, which 45% named as one of the most important unspoken rules in the air.

Lufthansa isn’t setting rules. Nor does it want to settle disputes. Instead, its merch collection transforms familiar in-flight disagreements into statement-making apparel and accessories, featuring tongue-in-cheek slogans such as “Middle Seat Gets the Armrests,” “Recline Responsibly” and “It’s Ok Not to Clap When the Plane Lands.”

“Everyone has an opinion about airplane etiquette, and almost nobody agrees on the rules,” stated Andreas Gassler, head of marketing, Lufthansa Group Americas. “We wanted to have a little fun with those universal experiences and give travelers a way to express themselves. It’s airline merch that doesn’t feel like airline merch, and that’s exactly the point.”

“We wanted to tap into the conversations travellers are already having and bring a little humour to the unwritten rules of flying. The result is a collection that feels fun, relatable and distinctly Lufthansa,” aded Till Diestel, chief creative pfficer, Serviceplan Germany.

Beginning November 10, Lufthansa will bring the Travel Etiquette Collection to US travellers through a series of exclusive Secret Drops. Fans can visit Lufthansa’s Travel Etiquette Secret Drop page to discover when and where limited-edition pieces will become available. As new drop locations are revealed, visitors can return to the page for the latest details and instructions on how to claim a downloadable ticket to redeem their exclusive merchandise in person. With extremely limited quantities available, each drop offers travellers a chance to get their hands on a piece of the collection while supplies last.

The US launch will also be supported by a creator seeding initiative, bringing the collection’s playful take on flying etiquette to life through personalities whose individual styles and perspectives reflect the spirit of the campaign.