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In Australian historical folklore, the term "swag" refers to a bundle of belongings that is rolled in a cloth and carried on a person's back. Promotional giftsIn popular culture, the term swag usually refers to promotional items or gifts that are given away by companies or organizations, often at trade shows, festivals, conferences, or gala events. You may hear the term spelled out sometimes as stuff we all get. Swag at a smaller-scale event may include t-shirts, baseball caps, tote bags, mugs, or mousepads with a company logo or slogan. At higher-end event such as a festival attended by regional celebrities or local dignitaries, the swag may include logo-embossed wine in custom-labelled bottles, nylon attaché cases, or embroidered golf shirts. The swag available for celebrity actors and directors at an international film festival may include expensive perfumes, leather goods, and electronics items. Companies that provide expensive gifts for celebrity attendees often ask that the celebrities allow a photo to be taken of them with the gift item, which can be used by the company for promotional purposes. Other companies provide luxury gifts such as handbags or scarves to celebrity attendees in the hopes that the celebrities will wear these items in public, thus garnering publicity for the company's brand name and product. The term can also refer to items given to the people working for some types of companies at the end of a project. For example, at the end of a film production, the film crew might receive no-longer-needed props or costumes used by celebrity actors as "swag" commemorating their contribution to the film project. In the golden days of the 1990s boom of successful "dot-com" startup companies, some companies gave high-tech consumer electronic gifts (e.g., palm pilot PDAs) as swag to employees when difficult, high-profile projects were completed.
As an Australian cloth bundleIn Australia and New Zealand, a swag is a rolled cloth bundle of belongings carried by a foot traveller in the bush. Before motor transport was common, foot travel over long distances was essential to workers who were travelling in the Australian bush. An Australian writer and poet from the late 1800s, Henry Lawson, described the contents of a swag as a tent “fly” or strip of calico, an oilcloth or waterproof twill, a couple of blankets, spare clothing, and other personal items. To make or “roll up” a swag, Lawson stated that one should "...lay the fly or strip of calico on the ground,...lay your spare trousers and shirt, folded, ...(and then) Lay or arrange the pile so that it will roll evenly with the swag." Then "...Fasten the swag with three or four straps, according to judgment and the supply of straps." Lawson noted that "Some bushmen arrange their belongings so neatly and conveniently, with swag straps in a sort of harness."
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