merican Apparel continues to make waves in the fashion and promotional wearables markets. This time, the brand’s grabbing headlines with its latest collaboration — partnering with Live Nation to offer its iconic t-shirts as artist merchandise and exclusive pop-ups at major concert events. Let’s take a look at what this partnership is all about and find out what it could mean for your customers.

‍American Apparel^® Is Back in a Big Way

American Apparel’s 2001 Fine Jersey Tee wasn’t just another shirt. Fans and fashion experts called it a game-changer. When the 2001 first hit the scene, it brought a level of softness and style that was hard to find elsewhere. It wasn’t just about being a “t-shirt the cool kids wore” — it was about offering something extra special for bands, designers and fashion-forward brands looking for premium quality without going way over budget.

Fast forward to today, and American Apparel is making a major comeback, bringing its core offering and new fashion-forward additions back into the spotlight for concertgoers nationwide. This partnership marks a new chapter for American Apparel, proving that their signature blend of softness, great fit and standout printability is still the go-to choice for those wanting to make a lasting impression with their branding.

“An American Apparel garment is the blank slate that culture is created on, and it’s also a vessel for creators to create their own cultural story. It’s not enough for us to say we ‘craft the culture.’ We need to continue to build our cultural credibility and to do this we partner with creators, brands and organizations, like Live Nation, that also craft culture.”
- Emma Budzisz, VP Marketing at Gildan and responsible for American Apparel

The American Apparel x Live Nation Experience

American Apparel’s focus on cultural expression and creativity perfectly align with the energy of the music scene.

“Our timeless styles serve as the foundation for the world’s most iconic prints. Just as music transcends eras, our clothing endures, making it the ideal partner for a market pulsating with creativity. Our activations empower concertgoers, artists, and decorators by providing them experiences to remember.”
- Emma Budzisz, VP Marketing at Gildan and responsible for American Apparel

Innovative activations, like those at major music festivals, have brought this partnership to life. “By offering exclusive VIP access to top music festivals, along with on-site custom patch heat pressing and screen printing for anyone and everyone, we're fostering a creative community.” These events enhance the concert experience and create lasting memories for fans and artists alike. American Apparel’s partnership with Live Nation is a strategic alliance that positions the brand at the forefront of music culture.

“American Apparel has always been more than an apparel brand — it's a cultural cornerstone. Our partnership shows the perfect alignment of brands shaping the cultural landscape. Being the exclusive printwear supplier for Live Nation artists and events, we're thrilled to be at the heart of the music world.”
- Emma Budzisz, VP Marketing at Gildan and responsible for American Apparel

The Evolution of Two Iconic Styles

Over the years, the 2001 Fine Jersey Tee has gained popularity across various markets, including music, entertainment and retail. Praised for its exceptional fit, color consistency and softness, it has become a staple in musicians’ merchandise, known for its high-quality appeal. Now, American Apparel has evolved this iconic style and created the 2001CVC to offer longtime fans of the 2001 something with added texture and muted color options.

“Our fine jersey collection, including the 2001, is renowned for its timeless style and exceptional quality, making it the ideal piece for these partnerships. The relaxed fit and premium ring-spun cotton ensure optimal print results, creating the perfect concert tee that music fans all over the world will love to wear.”
- Emma Budzisz, VP Marketing at Gildan and responsible for American Apparel

Another iconic tee, the 1301 Heavyweight Cotton Tee, has long held a significant place in streetwear culture, particularly among skate and surf brands since its 1980s debut. The style’s oversized fit, luxurious cotton feel and distinctive non-topstitched collar have made it a favorite among hip-hop artists and skateboarders. The resurgence of heavy, oversized tees and the revival of ’90s fashion has only amplified its popularity, leading to a renewed interest in this classic piece for music merch.

The recent addition of the 1301GD Garment-Dyed Heavyweight Cotton Tee, which comes in a variety of faded colors and features a wide collar with a slightly oversized fit, aligns even more with this ’90s trend. “It’s sure to become a new favorite for concerts,” Budzisz says. Known for its durability and versatility as a canvas for various printing techniques, the 1301 continues to be a go-to choice for streetwear brands and music merchandisers alike.

And with the decline of fast fashion, more people are seeking clothing that offers quality, and durability. Because of this, heavyweight tees are the ideal choice, as they’re built to last and will remain a staple in the wearer's wardrobe for years to come.

Setting Trends, Not Following Them

This exclusive partnership allows American Apparel to keep their finger on the pulse of what Live Nation artists, from headlining acts to rising stars, are looking for and continue delivering core and unique silhouette options like the 307GD Garment-Dyed Women's Heavyweight Muscle Tee.

American Apparel styles provide a nostalgic journey as concert merchandise embodies ’90s-inspired styles, ranging from unisex oversized and boxy mid-length to crop midriff silhouettes. “From neon colors and psychedelic patterns to earth tones and geometric patterns, the retro styles of the ’80s and ’90s are reimagined in fresh and exciting ways,” Budzisz says.

The brand is also fully aware of the desire for renewable options, especially from younger fans, so they’ve developed the new ReFlex Fleece Collection made with 3-end lightweight fleece that uses a portion of recycled polyester in its construction. This set includes sweatshirts, hoodies and joggers, offering a modern and sustainable take on the original Flex Fleece.

Creating Timeless Mementos

Concert merchandise is a unique blend of artistry and fandom. Because music is so personal to everyone, each piece is not only a one-of-a-kind reflection of an artist’s brand but also gives fans a way to collect a memory of their connection with these artists and represent how meaningful their music is to them.

This is why music merch holds such an enduring appeal. “Unlike fleeting fashion trends, they carry the stories of live experiences, making them coveted treasures in vintage shops worldwide so there aren't any specific trends as it's always so unique,” Budzisz says. Creating quality timeless-looking apparel is a big part of what has made American Apparel stand the test of time.

“By focusing on iconic styles only, we provide the perfect backdrop for the bold, visionary designs that define culture. Our partnership with Live Nation isn't just about clothing; it's about co-creating with those who shape our world. Together, we’re not just following trends – we're setting them.”
- Emma Budzisz, VP Marketing at Gildan and responsible for American Apparel

Because American Apparel has been a big part of music culture over the years and is now firmly back on the scene, clients looking for apparel that is being worn and cherished by fans everywhere should take a close look at the entire American Apparel offering for something that will stand the test of time.