Reformation is bringing sustainability to the $400 million market for concert merch ...Middle East

Quartz - Economy
Reformation is bringing sustainability to the $400 million market for concert merch
Up until now, much of the eco conversation about how to greenify a concert tour has focused on the aspect of travel. Major musical acts from Coldplay to Billie Eilish, Radiohead, and U2 have been vocal about rejigging the order of cities they tour to lessen the carbon impact, swapping out gas guzzling tour buses for lighter, more fuel-efficient, or electric options, and by asking their thousands of fans to take public transportation to shows.But concert merchandise, which pre-pandemic was a $414 million market in the US, has mainly sat on the sidelines of the dialogue. Sustainable fashion label Reformation, known for its carbon neutral clothing, hopes to change that with its new program call

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