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UMG’s Bravado Is Turning 400,000 Unsold Tour T-Shirts Into New Artist Merch
UMG's Bravado will turn 400,000 unsold t-shirts into new artist merch, an initiative partially inspired by Billie Eilish and her mother, Maggie Baird.
The t-shirts and other items are currently on a cargo ship to Tangiers, Morocco, where they’ll be upcycled at Hallotex, a globally known textile manufacturer focused on sustainability and fair work conditions. Over six weeks, the old merch items will be broken down and spun into new yarn, which will then be used to make approximately 280,000 new 100% recycled cotton t-shirt blanks (shirts without any designs or writing on them) to be utilized by Bravado artists this fall. Artists who’ve previously collaborated with Bravado include Ariana Grande, BLACKPINK, Bon Jovi, Nicki Minaj and Billie Eilish, who, along with her mother Maggie Baird, has become a music industry sustainability leader.
Or read this on Billboard
