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First introduced in 2010 as "We Love Fine" and the name changed to "For Fans By Fans."
https://store.steampowered.com/news/4704/ Click the link within the news article.
Where do you think ian gets his merch and avatar from?
Its indeed official announcement by Valve 26.7.2010 news article.
that news is heavily outdated and back than forfansbyfans did not really exist yet.
here is a bit more up2date from valve:
https://twitter.com/valvesoftware/status/1234576521169260545
so yes, that is the official Valve Merch store, but it is not run by Valve itself like in the ol' days.