Merch Billy Eilish: From Warehouse to Recycling

The company Bravado, engaged in the production of merch for Universal Music Group, has launched an ambitious project to recycle a huge amount of unsold clothes Billy Eilish. About 400,000 T-shirts accumulated in the company's Nashville warehouses will be sent for recycling. Of these, it is planned to create at least 280,000 new products, which, as a rule, are unclaimed.

Initially, these T-shirts, collected during the tour, behaved like a "warehouse at the end of the movie "Indiana Jones" where they were not noticed for years. Normally, such clothing, which cannot be sold, ends up in landfills or in developing countries, where millions of tons of used clothing are imported from the West. However, thanks to Billy's initiative, these T-shirts will be shipped to Morocco, where the fabric will be dissolved into fibres at the Hallotex factory to create new collections.

Maggie Baird, the singer's mother, emphasizes that environmental issues for Billy are not just words. The company has been careful to avoid burning or donating illiquid merch, but a new initiative backed by Billy herself has been a catalyst for change. The company plans to show videos during performances to inspire fans to adopt more environmentally friendly behaviors such as reusable bottles and plant-based food choices. Even though “eco-production costs more,” which could increase the price of merchandise (30 percent more) than new merchandise, the project is an important step towards sustainability.