Beyond the Merch Table: Where Music, Marketing, and Sustainability Collide and How Eco-Fashion Is Changing the Industry

Before sustainability entered the conversation, music and bold fashion went hand in hand. Think of Lou Reed’s leather, David Bowie’s metallics, Madonna’s lace, or punk’s patched denim. Fashion has always been part of the performer’s identity, a visual amplifier of their sound.

Cream defined the era when sound, fashion, and rebellion collided, a time when leather and amplifiers became symbols of identity. Source: Susie Macdonald/Redferns/Rolling Stone

Tencel / Lyocell

Derived from sustainably sourced wood pulp, Tencel (brand name for lyocell fiber) is produced in a closed-loop system, which means that the water and non-toxic solvents used in processing are recycled at a recovery rate of over 99%. That drastically reduces chemical waste.

It’s known for being silky smooth, breathable, and wrinkle-resistant, making it ideal for tees, stagewear, or sustainable merch lines. Tencel is also fully biodegradable and compostable, unlike many synthetic blends that linger in landfills for centuries. Designers love it because it drapes beautifully while still feeling natural. (Textile Exchange, 2024)

Organic Cotton

I know organic cotton may sound simple, but it’s a huge innovation when it comes to environmental impact. Compared to conventional cotton, it uses 91% less water and eliminates synthetic pesticides and fertilizers (Textile Exchange, 2024). 

Many brands, including music merch companies, are turning to certified GOTS (Global Organic Textile Standard) cotton to reduce toxicity in their supply chains. For artists and fans alike, that means softer, longer-lasting t-shirts (and fewer microplastics in our water systems, yay!)

Recycled Polyester (rPET)

Every year, millions of plastic bottles find new life as recycled polyester, known as rPET. It’s created by cleaning, shredding, and melting down plastic into new yarns that can be woven into fabric. Using rPET instead of virgin polyester cuts energy use by nearly 45% and carbon emissions by 30% (Fashion Revolution, 2023).

It’s durable, moisture-wicking, and easy to print on, which makes it a popular choice for tour merch, athletic wear, and performance apparel. Some artists have even started releasing rPET “tour capsules” – limited-edition collections that double as sustainability statements.

Mylo™ (Mushroom Leather)

Developed by Bolt Threads, Mylo™ is a mycelium-based material that replicates the look and feel of leather without the animal by-products or toxic tanning process. The mycelium (mushroom root structure) grows on renewable feedstock, like sawdust, in controlled indoor environments.

It’s soft, strong, and adaptable – used by brands like Stella McCartney and Adidas, and now entering the stagewear scene through custom designer collaborations. For musicians, that means the luxury leather aesthetic can come without the ethical or environmental baggage.

Piñatex (Pineapple Fiber)

Made from the discarded leaves of pineapples, Piñatex turns agricultural waste into a durable, vegan leather alternative. The process provides additional income for farmers in the Philippines while keeping millions of tons of waste out of landfills.

It’s already been used in everything from shoes to handbags – and in the world of music fashion, it’s perfect for statement pieces like sustainable jackets, belts, or accessories.

Smart & Circular Textiles

Technology and sustainability are increasingly intertwined. Smart textiles incorporate sensors that can track temperature, movement, or performance data, merging innovation with functionality. Meanwhile, circular systems break down old textiles to spin new yarns, creating a closed loop where nothing goes to waste.

This movement is redefining stagewear and tour production, with designers experimenting in modular costumes and recyclable materials that can be repurposed between shows instead of discarded.

Data source: Textile Exchange, 2024; Fashion Revolution, 2023.

In recent years, artists have transformed their merch tables and stage wardrobes into sustainability statements.

Lorde - Solar Power (2021)

Lorde’s Solar Power era was as much an environmental statement as it was musical. Instead of standard CDs, she released a “music box” made of recyclable materials containing a download code: no plastic, no waste (The Guardian, 2021). Her merch line featured organic-cotton tees, biodegradable packaging, and minimalist branding — an anti–fast-fashion stance that aligned with her nature-centric visuals.

MARINA — Ancient Dreams in a Modern Land & PRINCESS OF POWER Vinyl Records

MARINA has been at the forefront of eco-conscious pressings. Her 2021 Ancient Dreams in a Modern Land album included vinyl editions pressed from Greenyl™, a recyclable, lower-emission PVC alternative. Packaging used soy-based inks and biodegradable wraps—showing that even physical media can evolve.

Her newest album, Princess of Power (2025), continues that legacy. The record’s EcoRecord Vinyl LP, available in limited “butterfly yellow” and “pink fantasy” variants, was pressed on a more sustainable formula that reduces emissions and material waste, reinforcing Marina’s role as a leader in sustainability within pop music.

Billie Eilish, Coldplay, and Beyond

Billie Eilish collaborated with Nike on recycled sneakers and ensured her tour merch used certified organic cotton (Rolling Stone, 2023). Coldplay’s Music of the Spheres tour incorporated carbon-neutral merch and renewable fabrics, setting a blueprint for greener live music (The Guardian, 2023).

A 2023 IFPI Global Music Report found that over 60 percent of Gen Z listeners consider sustainability when purchasing music or merchandise (IFPI, 2023). This audience expectation is reshaping the industry from within – proof that environmental awareness is no longer a side note in pop culture, but the headline act.

Lorde’s Solar Power merch, created in collaboration with Everybody.World, features organic cotton and biodegradable materials — a minimalist, eco-friendly extension of the album’s sun-soaked message. Source: Everybody.World

I hope by now it's obvious that you don’t have to headline a tour to make an impact - which would mean you learned something! As a fan, you can help drive the culture shift.

• Buy sustainable merch: look for organic cotton, recycled blends, or verified eco labels.

• Support limited drops: smaller, curated collections typically minimize waste.

• Resell or swap: give your old merch a second life through platforms like Depop..

• Ask questions: inquire about material sourcing at shows or pop-ups.

• Amplify responsible artists: sharing their efforts influences the market more than you’d think.

The movement toward sustainable materials isn’t slowing, it’s scaling, and fan engagement is its fuel. 

But, this mindset shouldn’t stop at the merch table! It’s part of a larger transformation happening across the entire fashion world. The same fabrics redefining music fashion, like Tencel, organic cotton, rPET, Mylo™, and Piñatex, are appearing in mainstream fashion, too. As I mentioned earlier, brands from Adidas to Stella McCartney are collaborating with scientists and artists alike to create garments that perform as beautifully as they sustain.

When you choose these materials - whether it’s a concert tee or a jacket you wear every day - you’re casting a vote for an industry that values transparency and innovation. According to the Textile Exchange (2024), sustainable fiber demand has risen 13% globally in just one year, proving that consumer habits, however small, scale up to global change.

So next time you slip on that Tencel tee or thrift an organic cotton hoodie, remember: you’re not just wearing something cool, you’re part of a larger movement that’s rethreading fashion itself.