The Purpose Tour Collection is available in the London, Birmingham and Manchester stores.
Working with pop superstar Justin Bieber, Bravado has launched the Purpose Tour Collection of merchandise into Selfridges stores, coinciding with the UK leg of his tour.
The arrival of the 24-piece collection follows on from sell out launches in the US.
It features unisex tour merchandise such as caps, tees, sweats and leather goods.
Special UK editions in yellow, as well as merchandise featuring the heavy metal-inspired Purpose logo in purple, will be available for the first time exclusively at Selfridges (prices range from £30 for a hat to £995 for a leather jacket).
The collection plays on Justin Bieber’s own style, as well as the current obsession with original and rare tour merch, some of which will be part of Justin’s UK tour wardrobe.
Justin commented: “British rock culture and street style – particularly metal and punk – is a big influence of mine, so I’m looking forward to seeing how people in the UK are wearing the Purpose Collection.”
Bosse Myhr, Selfridges’ director of menswear, added: “New and original music merchandise is a key fashion opportunity for us – one we are watching closely and believe has real potential and longevity as a growth category.”
Mat Vlasic, ceo of Bravado, continued: “We’ve had the privilege of helping Justin take his Purpose Tour Collection around the world and there’s no better UK partner for this launch than the iconic fashion institution Selfridges.
“At Bravado, we’re constantly developing new outlets for our artists to express themselves and create personal connections with their fans.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.
