How Can Merch Create Reputational Risk for Bands?
Artist merch poses intellectual property (IP) risks when authentic products are sold at discount, or when bootleg items flood online marketplaces like Amazon and Depop (1).
Additional intellectual property liabilities can stem from negative word-of-mouth, especially surrounding greenwashed sustainability claims and questionable end of life practices.
While bootleg merch and sustainability claims may not be entirely avoidable, we help bands manage overstock and deadstock merch responsibly. Our expertise in sustainable cotton apparel recycling enables bands to better protect their IP and uphold their integrity among increasingly eco-conscious fans.
Everywhere Keeps Your Merch Out of The Fire
In recent years, a number of household fashion brands have faced backlash for dubious practices related to protecting their brand’s value and intellectual property.
In 2018, a leading British luxury apparel retailer became notorious for a massive wave of public outcry. The company burned tens of millions of dollars of its own merchandise to prevent it from ending up in discount and resale shops (2). These practices demonstrate questionable ethics as well as significant environmental concerns.
The scale of incineration expanded to the equivalent of burning or landfilling one garbage truck worth of clothes every second (3), releasing massive volumes of CO2 into the atmosphere along with microplastics and other toxic chemicals, including lead (4).
With years of experience providing recycling services and recycled clothing for renowned bands and brands like Coach, Wilco, and Tame Impala, we are the ideal partner for bands seeking to prevent overstock merch from becoming a reputational liability. Our established recycling expertise and infrastructure provide an ethical and sustainable solution for managing overstock garments.
Partnering with Everywhere enables your band to create sustainable merchandise for your next tour or gig.
Our Recycled Shirts Give Your Artist Merch A Real Sustainability Story
Sustainability has grown to become one of the most important factors that consumers consider when making a purchase. Recent market research shows that more than 60% of Millennials and Gen Zers – the demographics most likely to show up at concerts, festivals, and tour dates – actually prefer to buy from brands with a reputable sustainability story and are even willing to pay a bit more for sustainable products (5).
Today’s consumers are increasingly drawn to environmentally conscious brands and are more likely to support transparent sustainability stories. Word-of-mouth plays a crucial role, especially regarding innovations that promote sustainability. Peers are considered the most trusted sources alongside scientists, far surpassing companies, CEOs, and journalists (6).
Our dedication to producing the most sustainable, ethical recycled cotton apparel means that we’ve reviewed the scientific literature, done the testing, and quantified the environmental impact of our recycled shirts so you don’t have to.
Recently, we collaborated with Wilco to create artist merch for their summer 2024 tour dates and their Solid Sound Festival in North Adams, Massachusetts. After wrapping up production, we calculated the environmental impact of our work together and created sustainability infographics to share with the band.
This is exactly the kind of transparent, genuine, and science-backed commitment to sustainability that audiences are looking for when it comes to buying artist merch from any band.
Safeguard Your Band's Reputation with Sustainable Artist Merch
In today's rapidly evolving music and fashion industries, artist merch isn't just an extra revenue stream—it's a critical component of your brand identity. However, this valuable tool can quickly become a liability if not managed with care.
From the risks of intellectual property infringement to the dangers of greenwashing, bands must navigate these challenges to protect their reputation and build lasting connections with their audience.
Sustainable practices are not just a trend, but a necessary step forward for any band looking to maintain and enhance its image. By choosing to work with a partner like Everywhere, you’re not only safeguarding your brand against potential pitfalls but also actively contributing to a more sustainable future— one that resonates with today’s environmentally conscious fans.
Sources
- Billboard. From Taylor Swift to KISS, the Bootleg Music Merch Business Is Hurting Artists — And It’s Getting Worse.
- Vox. Why fashion brands destroy billions’ worth of their own merchandise every year.
- United Nations Environment Programme. Putting the brakes on fast fashion.
- Forbes. No One In Fashion Is Surprised Burberry Burnt £28 Million Of Stock.
- First Insight. THE STATE OF CONSUMER SPENDING: Gen Z Shoppers Demand Sustainable Retail.
- Edelman. 2024 Edelman Trust Barometer Global Report.