Jonathan Leibson/Getty Images for NYLON Media
Tinashe attends the Midnight Garden After Dark at the NYLON Estate on April 14, 2017 in Bermuda Dunes, Calif.
To strengthen their brand, Urban Outfitters has collaborated with some of the hottest acts in the music industry, all while bringing customers in droves. News of the retailer selling merch from Lady Gaga’s Joanne Tour is just another example of what they’ve offered.
Urban Outfitters partnered with the makers of the merch for Justin Bieber’s Purpose World Tour, Bravado, during summer 2016. All the items were sold for under $100. The heavy metal-looking logo of the tour was featured on hoodies and long sleeve T-shirts, as well as a cap and a jacket. According to Teen Vogue, the line “saved Urban Outfitters from slumping in sales.”
On the subject of heavy metal, UO partnered with Metallica in March to release an exclusive collection of the group’s merch. The set included tie-dyed shirts featuring album artwork and the band’s logo as well as hoodies and beanies. The collaboration came in the middle of Metallica’s WorldWired Tour.
Back in March, Tinashe talked to Billboard about becoming the new face of Urban Outfitter’s Juicy Couture relaunch. Capturing nostalgia for the “’90s babies” (as she put it), the company sold Juicy’s signature track suits made famous by the likes of Kim Kardashian in the mid-aughts.
On Friday, Urban Outfitters will exclusively sell merch from the pop star’s upcoming Joanne Tour. The company already sells some items featuring Joanne imagery, expanding the collection with more graphic shirts, a baseball cap and a maroon Industrial bomber jacket.
Source: Lady Gaga