CBGB Appoints Global Merchandising Services As Worldwide Licensing Agent

Legendary music venue CBGB announced Global Merchandising Services has been named its exclusive worldwide licensing agency. The deal arrives ahead of the CBGB Festival, slated to take place at Under the K Bridge in Brooklyn, New York, on Sept. 27. Global Merchandising at GBGB will collaborate on a brand program launching in fall 2025 to coincide with the festival.

John Varvatos joins as the North American apparel partner, and will unveil an exclusive apparel and accessory collection at the New York City store and online. Ed Hardy will debut new styles at the festival and online, while Dixxon will launch a signature flannel collection.

“We are honored to represent CBGB, one of the most influential music brands in history,” Benny Lindstrom, CEO of Global Merchandising Services, said in a statement. “The club’s raw authenticity and cultural defiance still resonate with fans around the world. Partnering with innovators like John Varvatos, Ed Hardly and Dixxon allows us to channel that legacy into fresh creative expressions that connect with both longtime fans and a new generation of music lovers.”

CBGB Festival is presented in partnership with The Bowery Presents, with the one-day event including headliners Iggy Pop (marking his first NYC show in over a decade), and Jack White. Further performances include Johnny Marr, Lunachicks, The Damned, Melvins, Linda Lindas, Destroy Boys and more.

“CBGB has always been more than just a venue – it is an iconic music brand that evokes an emotional passion from musicians and music fans,” Michael Smith, Managing Partenr of CBGB, said in a statement. “It was ground zero for new music including the punk and new wave movements and home for the iconic bands that played at the club. Today, CBGB and its iconic logo continue to have a profound impact on music, fashion and visual art. In Global Merch, we’ve found a partner who understands the emotional connection fans have to this brand. Together, along with our apparel partners, we’re creating something that honors the past and brings CBGB to the modern music scene and all music enthusiasts.”

Festival-goers can expect immersive CBGB installations, including the original bar and stage, on site.