How the Merch Experts at Bravado Turn Bands Into Brands
It’s anything but low-key at the night show. Travis Scott is playing at New York’s Terminal 5, and Virgil Abloh—under his Flat White moniker—is opening with a DJ set. The sprawling dance floor of the venue is divided between the kids ready for the rodeo—closest to the stage, ready to mosh at moment’s notice—and a smattering of casual fans and certified washed-olds towards the back, away from the guaranteed pandemonium that will ensue as soon as Scott takes the stage.
Tonight also happens to be Travis Scott’s birthday. But at this moment, the place that’s popping the most is the merch stand.
A gaggle of concertgoers is huddled in front of a long table covered in black cloth, various “Birds Eye View” tour tees, hoodies, and hats hang behind it, from cobalt blue tees with a holographic print to purple tour hoodies that would soon end up on the body of Kylie Jenner—who happens to be here tonight, along with Jaden Smith, Sasha Lane, and other attendees of note.
Despite the fact that Virgil Abloh is spinning a mere few feet away from them, the kids seem decidedly more excited to get their hands on the exclusive merch he designed for tonight, having debuted a limited-edition hoodie on his Instagram just hours before.