Bravado And REVERB Announce Multi-Year Partnership Centered Around Sustainable Tour Merch

Artist merchandise and lifestyle company Bravado has teamed up with environmental nonprofit organization REVERB on a multi-year partnership that aims to advance and amplify sustainable tour merchandise efforts. 

Today’s announcement explains that REVERB will help amplify Bravado’s sustainability efforts via the nonprofit’s presence at live events and via its social media channels, while Bravado will serve as an advisor and offer its expertise in environmentally responsible merchandise production and design.

REVERB – which was founded in 2004 by environmentalist Lauren Sullivan and her husband, Adam Gardner of Guster – works with musicians, festivals and venues to help make concerts more sustainable, while engaging with fans to empower them to take action on environmental, climate and social issues. The nonprofits’ 2025 projects include partnering with tours by Billie Eilish, Tyler Childers, Dave Matthews Band, Finneas, Dead & Company, Guster, My Morning Jacket, and Barenaked Ladies. 

Bravado, which is a division of Universal Music Group, has teams in 40 countries and offers creative services, branding and marketing services, global retail, licensing, e-commerce / direct-to-consumer, and touring and consumer experience. The company’s sustainability-focused merchandise initiatives include a program launched in 2024 with Hallotex to upcycle 400,000 unsold t-shirts and other merchandise at scale to transform them into an estimated 280,000 new 100% recycled cotton T-shirt blanks. Bravado has also collaborated with brands including SUAY, Lost Love, Fashion-Enter to create new items from old stock.

“Bravado is proud to partner with REVERB, which has been a true leader in sustainable action in the live music industry for more than two decades,” Matt Young, President of Bravado, said in a statement. “Together, along with the incredible artists who are true leaders in this space, we can push the boundaries of what’s possible in sustainably focused merch while engaging fans in meaningful, planet-positive ways.”

REVERB’s Gardner added, “REVERB is thrilled to partner with Bravado to tell the stories of real progress being made in sustainable merch. Partnering with Bravado allows us to strengthen the work we’ve been doing with artists and fans around climate action, and is another step toward making every part of the live music experience more responsible.”

Bravado and REVERB celebrated the partnership by hosting a Climate Week happy hour on  Sept. 22 at Universal Music Group’s offices in New York. The event, which welcomed music industry professionals and sustainability advocates, offered attendees the chance to bring a piece of their own merch to the party to upcycle it by SUAY. Today’s announcement notes that SUAY is “a pioneer in creating a textile recycling, reuse, and repair model that serves everyone.”

“REVERB has reshaped what best-in-class touring looks like in a climate-conscious world,” said Dylan Siegler, SVP, Head of Sustainability for Universal Music Group. “We are excited to share our knowledge of best sustainable merch practices and tap into their network to influence the industry beyond our roster through this strategic partnership.”