Justin Bieber and Bravado launch Purpose Tour range in Selfridges

Justin Bieber and Bravado launch Purpose Tour range in Selfridges

Justin Bieber and music merchandise company Bravado have launched a new collection in three UK Selfridges stores.

Named after the Canadian singer’s latest album and tour, the 24-piece Purpose Tour Collection went live yesterday (October 11) as Bieber played the first night of a UK tour at London’s O2 Arena.

The British edition follows sell-out launches in America and features unisex tour merchandise including caps, t-shirts, sweatshirts and leather goods. Special yellow UK-only pieces and items featuring the Purpose logo in purple are available for the first time exclusively at Selfridges stores and via its website. Prices range from £30 for a hat to £995 for a leather jacket.

Of the collection, Justin Bieber said, “British rock culture and street style – particularly metal and punk – are big influences of mine, so I’m looking forward to seeing how people in the UK are wearing the Purpose Collection.”

Mat Vlasic, CEO of the Vivendi-owned Bravado, which also produces merchandise for Lorde, Kanye West and Lady Gaga said, “We’ve had the privilege of helping Justin take his Purpose Tour Collection around the world and there’s no better U.K. 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.”

The collection is available in stores in London on October 12 and 13, Birmingham on 17 and 18 and Manchester on 20, 21 and 23. After a series of shows in Europe, Justin Bieber’s UK tour finishes with two more dates at The O2 Arena on November 28 and 29.

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