HOLLISTER LAUNCHES ‘FEEL GOOD FEST’ MUSIC PROGRAM

Hollister, a division of Abercrombie & Fitch Co., has launched the Feel Good Fest Music Program. A first-of-its-kind initiative for the global teen retailer, the program focuses on bringing a diverse group of popular and trending musicians and Hollister’s feel-good spirit to fans and customers nationwide through live performances, social activations, merch, styling opportunities, and more.

The program’s centerpiece is the Hollister Feel Good Fest, which kicks off with six Gen-Z artists and groups this spring and summer and has several more planned this fall. The concert series, debuting today, will take place at dozens of high schools and other select venues around the country and will feature performances by viral and chart-topping artists like Benson Boone, Boys World, Claire Rosinkranz, Dylan Conrique, JVKE, and WanMor.

The program’s backbone is its intention to inspire feel-good energy and promote mental wellness, inviting students to capture moments, make memories, and be unapologetically themselves. In casting the lineup of musicians for the festival, Hollister intentionally sought to partner with artists with the same intention to inspire self-confidence and celebrate authenticity.

“Being vulnerable in my songwriting is something I believe in. I’m excited to partner with Hollister to share more of my life and music,” said musical artist Benson Boone. Dylan Conrique, another Feel Good Fest artist, spoke about her love of the brand and her excitement to take part in the program, saying, “I love what Hollister stands for, and I’m thrilled to create real moments together for our fans.” Chart-topping musician JVKE continued with his thoughts, saying, “Allowing me to show up authentically and being able to bring that energy to both my and Hollister’s fan bases means so much.”

“Mental wellness and music are big priorities for our young adult customers, and we are ecstatic to unite those two concepts in a cohesive, engaging, and meaningful way with talent that not only top charts but share the same principles of authenticity and originality,” said Carey Collins Krug, Chief Marketing Officer of Abercrombie & Fitch Co. “Hollister’s Feel Good Fest captures the euphoric atmosphere of a three-day music festival and extends it to a year-round feel-good experience for our customers.”

Beyond the program’s concert series, Hollister will partner with each artist to spotlight their unique style through a “Feel Good Fits” social series featuring their favorite pieces from both Hollister and Hollister’s active lifestyle brand, Gilly Hicks. Each artist’s outfits will provide style inspiration on social media and a curated shoppable experience on the brand’s app and website, hollisterco.com.

To learn more about the artists and stay updated on all the new artists being added this fall, follow @hollisterco on social platforms.

Photo, top, byTijs van Leur.