Sustainable Tour Merch Efforts
Bravado and REVERB are Developing Sustainable Practices
Kalin Ned — September 29, 2025
Major merchandise corporation Bravado, which is a subsidiary of Universal Music Group, has entered into a multi-year sustainable tour merchandise partnership with REVERB, an entity focused on reducing the ecological impact of live music events.
The core of the alliance involves a mutual exchange of expertise and resources. REVERB will utilize its platforms to communicate Bravado's sustainability projects to a broader audience, while Bravado will provide consulting on responsible product creation and supply materials for the nonprofit's tour-based activities.
The partnership was formally initiated during a Climate Week event that highlighted practical solutions for sustainable tour merch practices, such as garment upcycling. Adam Gardner, Co-Founder of REVERB, shared: “Partnering with Bravado allows us to strengthen the work we’ve been doing with artists and fans around climate action, and is another step toward making every part of the live music experience more responsible.”
