Reformation launches sustainable concert tees for Suki Waterhouse — Quartz

So far, much of the green conversation about how to green a concert tour has focused on the travel aspect. Major music groups from Coldplay to Billie Eilish, Radiohead and U2 have spoken out to change the order of cities they visit to reduce carbon impact, replacing gas-guzzling tour buses with lighter options , more fuel efficient or electric, and by asking their thousands of fans to take public transport to the shows.

But concert merchandise, which before the pandemic represented a $414 million market in the United States, remained mostly on the fringes of the dialogue. Sustainable fashion brand Reformation, known for its carbon-neutral clothing, hopes to change that with its new program called “We’re With the Band”, which works directly with artists to offer more environmentally friendly concert products. .

“While we know artists don’t want to contribute to fashion’s environmental impact, t-shirts and overall merchandise sales are a critical touchpoint for musicians to connect with fans who cultivate a more great sense of community,” the brand said. The goal is to “create touring products that fit you well, while being good for the planet”.

The Reformation program is set to launch this summer with British singer Suki Waterhouse, featuring three new iterations of the brand’s Muse Tee, made from 97% organic cotton rib fabric. The t-shirts will feature graphics of popular Waterhouse songs like “Melrose Meltdown” and “Good Looking” and will cost $48. More collaborations with more artists are on the way, Reformation says.

In 2019, 4.6 million t-shirts were sold at shows in the United States, according to AtVenu, which tracks artist and merchandise ticket sales. Shirts alone accounted for half of total merchandising sales. Although sales have plummeted during the pandemic, Rolling Stone reports that the return of live events this year has “twice as many” artists looking to get back on the road.

Corina C. Butler