In recent years, tour merchandise has evolved beyond simple commemorative clothing and has slowly become a form of marketing. Increasingly, musicians are recognizing this platform of expression, injecting their personal style into tour merch to convey their visual language. Through the fusion of fashion and music, tour merchandise now serves to celebrate, promote and express artistry. Kanye West, The Weekend and Justin Bieber have served a pivotal role in the emerging shift, teaming up with artists and designers to create thoughtfully designed collections of garments and lifestyle items that accompany their global tours. Nowadays, these tour mech collections contain some of the most sought-after pieces in the streetwear realm. Below, we look to highlight some of the most noteworthy tour merchandise lines that have emerged in recent memory.
Travis Scott, Birds Eye View Tour
Retiring the rodeo theme found in his previous tour collections, Travis Scott adopted bird motifs for the range that accompanied his recent global Birds Eye View Tour. La Flame brought the striking bird themed tour to 31 stops in total between New Orleans, Louisiana and Turku, Finland, offering fans a truly one-of-a-kind experience. Garments from the accompanying range serve as identifiers of those who “survived the rage” and have become lauded in streetwear for their unique composition and aesthetic. Comprised of anoraks, hoodies, T-shirts, hats, keychains, pins and posters the wide-ranging collection channels Scott’s signature on-stage energy into a series of bold graphics.
Price: $10 — $100 USD
Playboi Carti, Playboi Carti Tour
Playboi Carti may have just celebrated his XXL Freshman cover, but the emerging Harlem rapper has been amassing a loyal following with his hit single “Magnolia.” Before recently kicking off his eponymous tour, Carti took to Twitter to reveal the designs of his tour line [Only available for those who attend the tour dates]. Sticking to traditional T-shirts, the rapper enlisted the help of VLONE collaborator, @_artdealer_ to create an assortment of original ’80s rock and ’90s hip-hop-inspired graphics for the collection. Displayed on both short and long sleeve T-shirts, the designs express Carti’s eclectic style and penchant for the macabre.
Price: $30 — $55 USD
Danny Brown, The Atrocity Exhibition Tour
Initially dropped at PacSun, Danny Brown’s Atrocity Exhibition Tour merch was inspired by the rapper’s album of the same name and Joy Division’s legendary song. Designed in collaboration with Los Angeles-based label Brain Dead, the collection was designed to be a physical expression of the raw energy of the Detroit rapper. The range is comprised of streetwear staples such as coach jackets, hoodies and T-shirts which all feature distinct punk and post-punk sensibilities.
Price: $30 — $55 USD
XXXTentacion, The Revenge Tour
XXXTentacion’s rise to fame may have been partly attributed to his various beefs and attitude, but it is undeniable that X also caught the attention of many with his outlandish sense of style. After bursting onto the scene and accusing Drake of stealing his flow, X has recently gained rap notoriety with his XXL Freshman cover, as well as his interesting cypher. Drawing from the Florida rapper’s unique personal style, X’s Revenge Tour merch range utilizes evocative graphics, aggressive typography and even a mug shot as design elements to express his alternative aesthetic. And although The Revenge Tour has been postponed due to a family tragedy, the merch line consists of hoodies, T-shirts, shorts and caps that are still available for purchase online.
Price: $43 — $78 USD
Kendrick Lamar, DAMN. Tour
With DAMN. going double platinum in just two months, 2017 is looking like it’s going to be an incredible year for Kendrick Lamar. Recently kicking off his DAMN. Tour with tourmates Travis Scott, D.R.A.M. and YG, Lamar’s performances at the live show are not the only thing fans are raving about. At each stop, fans are noting the standout tour merch collection designs inspired by Lamar’s Kung Fu Kenny moniker. Comprised of hoodies, T-shirts and caps, the line features designs inspired by lyrics, an original mandala motif and Chinese script. Additionally, the increasingly coveted range has even warranted a series of pop-ups, where fans can get their hands on limited edition localized colorways.
Price: $30 — $60 USD
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