Justin Bieber and Bravado’s The Purpose Tour Collection has launched at Selfridges.
The 24-piece collection spans unisex tour merchandise, including caps, tees, sweats and leather goods, and special UK editions in yellow. The range also includes merchandise featuring the heavy metal-inspired Purpose logo in purple.
“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” said Bieber.
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. It’s a product area that’s current, dynamic and in turn, nostalgic, by its nature.
"We already work with Jerry across a number of projects, so know the direction of the Purpose line will work for our customer, and couldn’t be more excited to partner with Justin Bieber on this pioneering fashion project."
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.”