Universal Music Group has announced a new upcycling project in partnership with Bravado, a leading merch company in the music industry.
The project, already underway, will give new life to old and unsold concert merchandise. More than 400,000 items from a Bravado warehouse have been sent to Morocco where they will be transformed by Hallotex into new items.
- Hallotex is a manufacturer focused on socially and environmentally responsible production, collaborating with companies like Reformation, J.Crew and Zara.
“The six-week process will break down the old merch items, spinning them into new yarn that will be made into an estimated 280,000 new 100% recycled cotton T-shirt blanks to be utilized by Bravado artists in the fall,” according to a statement from Universal Music Group.
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This new initiative is thanks in large part to the trailblazing efforts of Billie Eilish and her mother, Maggie Baird, to bring sustainability to the forefront of the music industry.
“[Baird] and Billie show the power that one artist has to really make a difference. What started with Billie now includes dozens of artists, an upcycling program at scale and a passionate desire to continue our progress in this area,” says Matt Young, president of Bravado.
Matt Young
President, Bravado
Birds Of A Feather
Eilish has been a longtime advocate for sustainability. Her online store even has a sustainability page, which outlines ways for fans to get involved, an impact report from her 2022 tour and a collaboration with REVERB, a nonprofit organization focused on sustainability within the music industry.
- Eilish isn’t alone in her upcycling efforts – The Rolling Stones recently released a recycled merch collection.
According to a Pew Research Center study, “more than one-third of Gen Z adults say climate change is a top concern.” For artists hoping to attract younger audiences, choosing sustainable merch is a great way to broaden their fanbase. Eilish, a member of Gen Z, is putting her beliefs into action with this latest merch project.
