So far, Justin Bieber’s merch has consisted of fervor-inducing graphic T-shirts and hoodies created by Fear of God’s Jerry Lorenzo. Nothing too out of the ordinary, but Bieber is looking to up his merch game with a new collaborative collection for Barneys New York. The exclusive capsule will mark the first time Barneys has ever carried a musician’s tour merch, but the store’s executives have no qualms about it. “It was a no-brainer for me,” said Jay Bell, a senior vice president at Barneys. “It is the first time we’ve done it, but it felt right. It felt like something that would resonate with our customers, and that could sit seamlessly with the other brands we sell.”
The collection will include the run-of-the-mill printed T-shirts, but will also include Bieber jeans and a $1,675 USD leather biker jacket. As the Canadian singer continues to perilously tread the lines between fashion and merch (especially when price is considered), Bieber isn’t calling his merch “fashion.” “I’m happy and proud people are reacting to it and adopting it,” Bieber said. “I don’t think of our tour merch as being ‘fashion.’ That’s a really high compliment for what it is. But I am really happy we were able to dial in to something cool the way we did.” The Bieber pop-up is hitting Barneys’ website and in-stores July 16.
This move just continues the trend of musicians getting into tour merch. Read more about it here.
- The New York Times
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