The Rolling Stones have unveiled an exclusive pop-up shop of limited-edition merchandise at the iconic New York department store, Bergdorf Goodman.
In partnership with Bravado, Universal Music Group’s merchandise and brand management company, the collection coincides with the band’s New Jersey dates in early August as part of their ‘No Filter’ tour.
The collection will then head to Los Angeles, where it will be available at Maxfield boutique during the band’s stops at Levi’s Stadium in Santa Clara and the Rose Bowl in Pasadena before it heads to Miami for the group’s final shows.
This is a far cry from your average tour merchandise, and ranges from custom electronic Bird scooters that retail for $4,500 each to limited-edition jewellery design by LA-based Chrome Hearts and Away luggage boasting hand-painted designs inspired by the tour’s artwork. The eclectic selection was curated by none other than creative director Sarah Andelman, the former cofounder of the now-defunct cult concept store Colette in Paris.
Along with designing the installation for the collection, Andelman also worked with Robbie Owens-Russo, Global VP Creative Director of Bravado to bring the concept to life.
“The tongue is almost like the Nike of the music industry,” said Owens-Russo. “It is this iconic thing that doesn’t even need the word ‘Rolling Stones’ next to it.”
Since John Pasche first debuted the design in 1969, The Rolling Stones tongue-and-lips logo remains one of the most iconic designs in music history and has become shorthand for the band’s legacy.
Russo also tapped a number of street brands to participate in the collection, including the Kanye-approved Cactus Plant Flea Market, who put their own spin on The Rolling Stones motif on a series of T-shirts and sweaters.
Other highlights from the collection include freshly baked Ladurée macarons bearing the Stones imagery and custom tees Jagger himself has been wearing onstage, designed by Bravado.
“We work with Mick’s personal stylist to create a block for Mick, and then we print all the T-shirts in Mick’s size, with wash and everything,” said Owens-Russo.
“So before he goes onstage, he has a rack of his own bootleg merch tees that we’ve made just for him; then every night, he’ll wear one. But he’s been wearing one specifically — the one he wore on the first night of the tour in Chicago — and then next thing you know, it’s been the best-seller. Seeing him wear it on the first night was such a trip.”