Nothing.

Not the Queen, not drizzly moors or Big Ben, not fish-and-chips or bangers and mash or Marmite, not even football – or soccer, to us Yanks.

Nothing is more quintessentially British than the pub.

Nonetheless, societal shutdown measures resulting from the COVID-19 pandemic have put pubs across the United Kingdom under lock and key, presenting an existential threat to the community focal points themselves and pub culture.

Still, four pub-loving Londoners decided that, rather than just cry into their cans at home over the fate of their London locals, they were going to do something to help – and they’re using branded merchandise to make a difference.

As the Evening Standard reported, Louisa Saddington, Rebecca Bright, Danny Philpot and Josh Taylor-Dadds have launched Keep Pubs Pumping (#KeepPubsPumping), a charitable initiative centered on a unique collection of pub-branded T-shirts and totes. All proceeds from each swag item sold directly benefit particular London pubs.

Official #KeepPubsPumping T-shirt

“Pubs will be some of the last businesses to reopen post-lockdown, and many can’t access government relief schemes,” the founders of Keep Pubs Pumping say. “It got us thinking we’d love a way to show solidarity with our local favorites whilst closed. The more we spoke to our friends, it became clear they felt the same way. We got in touch with illustrators and designers across the country to create limited edition merch for legendary locals across London.”

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The Dove, Broadway Market x Rebecca Bright.⁣ ⁣ “The rhythm of the year, the rhythm of the pub, the pulse that runs through the veins of The Dove: our customers. We have been there for them through the highs and the lows and we thank them for being there for us now and supporting us by buying a T-shirt or a tote bag.”⁣ ⁣ #keeppubspumping #publife #saveyourlocal #london #illustrator

A post shared by Keep Pubs Pumping (@keeppubspumping) on May 6, 2020 at 6:26am PDT

Proceeds from sales of this tote benefit The Dove.

The T-shirts cost £24, while the totes cost £16. The illustrators came up with unique designs for each particular pub featured in the initiative. Pubs include The Chesham Arms, The Blue Posts, The Dove, The French House, The Railway Tavern, The Running Horse, Spit and Sawdust, Star of Bethnal Green, The Ten Bells, The Glory and The Bill Murray (yes, that’s an actual pub name).

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The Blue Posts, Rupert Street. Designed by Emmy Lupin.⁣ ⁣ “The Blue Posts is a freehouse specialising in British craft beers with rotating taps of independently brewed cask ales, alongside lagers and ciders.”⁣ ⁣ #keeppubspumping #publife #blueposts #illustrators

A post shared by Keep Pubs Pumping (@keeppubspumping) on May 10, 2020 at 7:13am PDT

Proceeds from sales of this T-shirt benefit The Blue Posts.

“No other country quite gets our love and obsession with our locals,” the Keep Pubs Pumping founders write on their website. “They are at the heart of our community and culture – where we catch-up, celebrate, and come together. They are the places we pile into after work to dissect (or forget) our day. Where we swarm to on a hot day, and cram into on a cold one. Places drinks are spilled, quizzes are lost and memories are made. … So whilst we may not be able to get through their doors for now, we can still shout some support from home.”

There’s been no shortage of merch-driven charitable efforts to benefit restaurants, bars, brewers and entertainment venues in the U.S, including initiatives like this, this, this and this.