For his 2016 Purpose tour, Justin Bieber has worked with Fear of God designer Jerry Lorenzo on an extensive merchandise collection. Rather than keeping it to simple T-shirts, the two went the extra mile and present extensive merch capsule collections, in some cases even adapted to individual cities. As such Bieber hosted pop-up stores with VFILES in New York and The Alchemist in Miami, among others. The design approach of a merch collection today, a very recent trend one has to add, compared to the past, has definitely changed. Not only are we seeing higher quality merch, but the artists are really taking this as a serious opportunity to add a new revenue stream to their tour. Kanye West is of course a prime example with his Pablo pop-up stores and is leading the charge once again in this area.
In an interesting move Justin Bieber has now added yet another product line to the Purpose tour merch collection in the form of a collaboration with Barneys New York. Together the two present the Purpose Tour XO Barneys New York capsule collection. The design touch of Jerry Lorenzo is unmistakable, as one almost has the impression one was looking at the latest Fear of God collection. The collection features short-sleeve coats, hoodies, T-shirts, short-sleeve and long-sleeve check shirts, a leather jacket, and more. In terms of pricing and quality, the collection has very little to do with merchandising anymore. T-shirts are going for almost $100, hoodies for over $300 and jackets for over $1,000.
The full unisex collection will be available on Monday, July 18 at Barneys’s Madison Avenue location to coincide with the final leg of the U.S. tour at Madison Square Garden.