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Inside Fashion’s Music Merch Opportunity

Artists, record labels and music festival organisers are collaborating with coveted labels to design better-quality, fashion-forward merch, sold at higher price points than before.
Travis Scott performs in front of fans Inglewood during his ongoing Utopia tour, which reportedly generated over $1 million in merch sales on multiple nights.
Travis Scott performs in front of fans in Inglewood during his ongoing Utopia tour, which reportedly generated over $1 million in merch sales on multiple nights. (Getty Images)
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BoF PROFESSIONAL

Indrė Narbutaitė and Lukas Žvikas, founders of UK-based streetwear brand Broken Planet, can vividly recall how as students in 2018, they queued for hours before Travis Scott’s Astroworld concert in London to buy T-shirts from the tour — wardrobe grails they treasure to this day.

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Further Reading

How Hip-Hop Conquered High Fashion

In the age of A$AP Rocky x Dior and Gucci's Alessandro Michele referencing Dapper Dan, it’s easy to forget how long it took for high fashion to embrace the cultural power of American hip-hop.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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