Bravado and REVERB Forge Strategic Partnership to Advance and Amplify Sustainable Tour Merch Efforts

26 September 2025 - Press release

Bravado, the world’s leading artist merchandise and lifestyle company, today announced a strategic partnership with REVERB, the nonprofit organization that empowers musicians and their fans to take action for people and the planet. This collaboration aims to elevate the storytelling around Bravado’s sustainability initiatives and deepen REVERB’s impact with sustainably focused merchandise solutions.

Through this multi-year partnership, REVERB will work closely with Bravado to amplify Bravado’s ongoing sustainability efforts via REVERB’s live event presence and social media channels. In turn, Bravado will serve as an advisor to REVERB, offering expertise in environmentally responsible merchandise production and design. Bravado will also support REVERB’s tour activations by providing t-shirts for the nonprofit’s on-site volunteers.

“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,” said Matt Young, President of Bravado. “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.”

“REVERB is thrilled to partner with Bravado to tell the stories of real progress being made in sustainable merch,” said Adam Gardner, Co-Founder of REVERB. "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."

“REVERB has reshaped what best-in-class touring looks like in a climate-conscious world,” said Dylan Siegler, SVP, Head of Sustainability for Universal Music Group. “We are excited to share our knowledge of best sustainable merch practices and tap into their network to influence the industry beyond our roster through this strategic partnership.”

To celebrate this new partnership and kick off Climate Week NYC, Bravado and REVERB hosted a Climate Week happy hour on Monday, September 22 at Universal Music Group’s offices in New York. The event brought together music industry professionals and sustainability advocates to foster connection and conversation around climate and circular economy solutions in the music business. Guests were invited to bring a piece of their own merch to the party to be upcycled on the spot by SUAY, a pioneer in creating a textile recycling, reuse, and repair model that serves everyone. Photos of the event are available HERE.

Bravado has several sustainability-focused merchandise initiatives, including an ambitious program launched last spring with Hallotex to upcycle 400,000 obsolete or unsold t-shirts and other merchandise at scale, 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 forged collaborations with SUAY, Lost Love, Fashion-Enter, and other brands to create new items from old stock.