Merch

Fashion is going through a phase right now, with business leaders trying to figure out when and how is the best time to release new products. As fashion month progresses, more and more designers are showing “see now, buy now, and wear now” collections. Department and specialty stores alike, are struggling with seasonality and mark downs, effectively taking place before anyone can even wear the product. While retailers struggle to find the next big thing to drive sales, there is one item that is having a major resurgence; the concert tee shirt. The category has become so strong, that it has been coined with it’s own name: merch.
Merch wasn’t intended to be fashion. It was created to mark an event, and show support for your favorite artist. Until now. Merch has taken on a life of it’s own, and old concert tees have become chic collectibles. Artists from Justin Bieber, to Kanye West, are selling lines of tour inspired merchandise in  pop up stores, (Saint Pablo tour) and boutiques. Bieber has placed his Purpose Tour items at Urban Outfitters, and had an exclusive collaboration with uber high-end retailer, Barneys New York. Even Zayn Malik got into the act, with a line of “Mind of Mine” merch available exclusively on zaynmalik.com, where a 21 piece collection of items “he would like to wear”, is on sale.
But don’t think you can toss any old concert tee on with just a pair of jeans and go. Merch has been elevated to a whole new level, with street style stars making the look their own. Below are a few of our favorites:

@FILET instagram

@FILET instagram

Vetements

Vetements

graciemercedes.com

graciemercedes.com

Gigi Hadid via Harper's Bazaar

Gigi Hadid via Harper’s Bazaar

street style via Fashionista

street style via Fashionista

via Fashion Coolture

via Fashion Coolture

Coach Spring '17

Coach Spring ’17

kanye west

kanye west

Justin Bieber Purpose Tour

Justin Bieber Purpose Tour

95bfe80a1f63cf6ba8f2758d4f9f0bd6

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