How Tour Merch Is Becoming The New Cool-Kid Uniform

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It’s high time for major concert tours: Rihanna, Justin Bieber, Selena Gomez and Beyoncé are all currently on the road, and it’s in your best interest to attend if they’re coming to your city—though perhaps not for the reason you’d think. The performances promise to be epic, but it’s the merch that provides a timely draw. Yes, really. Think beyond the hokey t-shirts of yore (which certainly still have a home in the wardrobes of teenage fans worldwide) to a new wave of athleisure separates that rival those of cult fashion line Vetements. It all started with Kanye West’s coveted Pablo wares (which people waited hours in line for), emblazoned with various taglines in a now-signature gothic font. Justin Bieber followed in his fashionable footsteps thereafter, announcing a special pop-up space with VFILES where shoppers can purchase special-edition Purpose world tour hoodies and the like. Beyoncé made headlines with her “Boycott Beyoncé” memorabilia after her controversial Lemonade debut, and Selena Gomez teased sporty undies and temporary tattoos for her Revival tour on Instagram. In short: It’s cooler than ever to rock concert merch, and we’re getting onboard.

@kyliejenner

Kylie Jenner in Pablo merch.

@khloekardashian

Khloe Kardashian in Pablo merch.

@kourtneykardash

Kourtney Kardashian in Pablo merch.

@justinbieber

Special-edition hoodies from Justin Bieber's Purpose tour.

@justinbieber

"My Mama Don't Like You" tee from Justin Bieber's Purpose tour.

@revivaltour

Selena Gomez in her Revival tour bra and panties.

@selenagomez

Temporary tattoos are included in Selena Gomez's merch offerings.