Hollister Just Upgraded Your Next Concert Tee at Lollapalooza
What’s the most nostalgic piece of clothing in your closet? For many, it’s a concert T-shirt.
Years later, the tee still tells a story. The artists you couldn’t stop listening to. The trip you took to see them live. The friends you went with. A piece of the weekend or night is always with you.
That’s the magic of concert merch. Hollister’s new Lollapalooza collection builds on that tradition with a capsule designed for fans who want festival merch to feel as stylish as it is sentimental.
Designed to Remember
Some memories live on your camera roll. Others end up in your closet.
That’s the inspiration behind Hollister’s exclusive Lollapalooza capsule. The seven-piece collection taps into the Y2K revival with vintage graphics, washed denim blues, metallic finishes and iconic festival silhouettes (yes, the tube top is back), creating pieces that feel just as unique to Lolla as they will months, or even years, later.
Several pieces will only be available onsite at Lollapalooza, giving fans something they can only find at this year’s festival. The collection will be available at Central Merch, where Hollister has recreated the feel of one of its stores, bringing the shopping experience into the heart of Grant Park.
“For a lot of fans, getting dressed for a festival is part of the fun. Nearly three in four say it makes the experience even more memorable. That sense of self-expression is what festival fashion has always been about. As early-2000s style finds a new generation of fans, this collaboration celebrates the individuality and optimism that have always been at the heart of both Hollister and Lollapalooza.” – Maureen Ford, President of National and Festival Sales for Live Nation
Beyond the merch stand, Hollister is bringing the collection to life at the Feel Good House through DJ sets, surprise drops and interactive photo moments. It’s a place to discover new pieces, spend time between sets and soak in the festival before heading back into the crowd.
“Music and festival culture have been an important part of the Hollister brand, and working alongside Lollapalooza, we wanted to create moments that feel immersive, memorable and unmistakably Hollister, from the product to the programming to the way customers and fans engage with the brand in real time. Lollapalooza continues to be the right partner for Hollister because it brings our customers together in a key market at one of the most culturally relevant music festivals of the summer.” – Kelly Hall, Hollister Head of Merchandising and Design, Hollister
of fans say they are more likely to purchase from a brand that incorporates ‘90s/2000s nostalgia into its marketing
Take Lollapalooza Home With You
As nostalgia continues to shape music and culture, merch is taking on new meaning. Created exclusively for this year’s festival, Hollister’s Lollapalooza capsule captures the energy and style of the weekend in pieces fans will keep wearing long after the final encore.
Years from now, pulling that tee over your head won’t just bring back Lollapalooza. It’ll bring back the lineup that defined your summer. The outfit you planned weeks in advance. The friends you spent the weekend with. The feeling of walking through Grant Park as your favorite artist took the stage.
Because sometimes the best way to remember a moment is to wear it.
