Bravado Teams with REVERB to Champion Sustainability in Tour Merch

Universal Music’s merchandise and lifestyle company Bravado has entered into a strategic partnership with REVERB, the nonprofit dedicated to promoting sustainability in the music industry.

The deal:

• REVERB will amplify Bravado’s ongoing sustainability efforts via the nonprofit’s live event presence and social media channels.

• Bravado will serve as an advisor to REVERB, offering expertise in environmentally responsible merch production and design.

• Bravado will also support REVERB’s tour activations by providing T-shirts for the nonprofit’s on-site volunteers.

Reuse, recycle:

• REVERB was founded in 2004 by environmentalist Lauren Sullivan and her husband, Adam Gardner of Guster.

• It works with musicians, festivals and venues to help make concerts more sustainable, and engages with fans to empower them to take action on climate and environmental issues.

• Bravado has teams in 40 countries.

• It recently launched an initiative with Hallotex to upcycle 400,000 obsolete or unsold T-shirts and other merch, spinning them into new yarn that will be made into an estimated 280,000 new 100% recycled cotton T-shirt blanks.

• The company has also collaborated with SUAY, Lose Love, Fashion-Enter and other brands to create new items from old stock.

What they said:

• Matt Young, President of Bravado: “Bravado is proud to partner with REVERB, which has been a true leader in sustainable action in the live music industry for more than two decades. Together, along with the incredible artists who are true leaders in this space, we can push the boundaries of what’s possible in sustainably focused merch while engaging fans in meaningful, planet-positive ways.”

• Adam Gardner, Co-Founder of REVERB: “REVERB is thrilled to partner with Bravado to tell the stories of real progress being made in sustainable merch. Partnering with Bravado allows us to strengthen the work we’ve been doing with artists and fans around climate action, and is another step toward making every part of the live music experience more responsible.”