Heritage Artists Embrace Sustainably Focused Merch With Bravado

Legacy artists who started in the business when “green” was a color not a cause, are doing their part to reduce their environmental impact.

The Rolling Stones, KISS, Bob Marley, The Beach Boys and Social Distortion are offering earth-friendly clothing items in their artist shops in partnership with merchandise and artist lifestyle company Bravado.

Throughout April – Earth Month – the legendary artists are launching new items, collections and collaborations with sustainability in mind as the industry moves toward a more sustainable future.

“Heritage artists have been shaping culture for decades – and now they’re helping shape a more sustainable future, too,” stated Matt Young, President of Bravado, Universal Music Group’s brand management company.

Greener practices include everything from creating upcycled collections to using organic or recycled materials with better environmental impacts and on-demand production.

The Rolling Stones launched a new upcycled capsule collection to in their RS No. 9 Store named Stones Reimagined on April 4. Produced by Bravado, the collection features two paneled tees, a unisex and cropped version and a long-sleeved T-shirt crafted from deadstock originating from the 2022 “Sixty” tour. The items were crafted by London-based Fashion-Enter, a social enterprise dedicated to more ethical garment manufacturing and more sustainable practices within the fashion industry.

KISS launched a new vintage camo jacket on Earth Day, April 22, in collaboration with Lost Love. The jackets are created from upcycled, second-hand materials, meaning that no two are alike and there is less waste with no new fabric production. Lost Love sources vintage and second-hand pieces and transforms them into something new.

The Beach Boys and Social Distortion also worked with Lost Love on vintage lines of repurposed second-hand pieces. Because they are reworked each one has unique variations in color, texture and fit and fulfills the Love Lost mission of rethinking fashion’s impact by creating something meaningful out of something that already exists.

The Bob Marley shop launched a Kaya collection in celebration of 4/20 with blanks that were either made from organic or recycled materials, including two T-shirts, a long-sleeve T-shirt, a pullover hoodie and a tank top. The T-shirts from this collection are partially hemp-based to tie into the herb theme of the collection.