How The Merch Experts At Bravado Turn Bands Into Brands

It’s anything but low-key at the night show. Travis Scott is playing at New York’s Terminal 5, and Virgil Abloh—under his Flat White moniker—is opening with a DJ set. The sprawling dance floor of the venue is divided between the kids ready for the rodeo—closest to the stage, ready to mosh at moment’s notice—and a smattering of casual fans and certified washed-olds towards the back, away from the guaranteed pandemonium that will ensue as soon as Scott takes the stage. Tonight also happens to be Travis Scott’s birthday. But at this moment, the place that’s popping the most is the merch stand. A gaggle of concertgoers is huddled in front of a long table covered in black cloth, various “Birds Eye View” tour tees, hoodies, and hats hang behind it, from cobalt blue tees with a holographic print to purple tour hoodies that would soon end up on the body of Kylie Jenner—who happens to be here tonight, along with Jaden Smith, Sasha Lane, and other attendees of note. How did we get to this point—when merch wasn’t a way to commemorate the show, but a main event unto itself? While there has always been a certain affinity for music merchandise and band T-shirts, vintage Metallica and Slayer tees have since been reproduced for modern consumers, causing some to declare the fad officially dead. But as far as a rap music is concerned, only recently have tees become a mass-market trend. Read more at Highsnobiety.