One of the most important ways we’ve been financially supporting each other in the music industry recently is by purchasing artist merchandise. Unfortunately, it’s near impossible to produce 100% sustainable merch, but we recognise that it’s often a necessary source of income for musicians. So, here’s our guide to making it as eco-friendly and ethical as possible!
This means looking for brands that use organic cotton or hemp, recycled content, and fair trade working conditions. If you already have a partnership with a merch provider, ask them about a more sustainable option. And if it isn’t you making these decisions but your manager or record label, make sure you raise this with them and ask them to factor it in.
A handful of Australian merch providers are starting to lead the way by integrating greener options into their offerings.
These include plastic-free packaging and increased transparency around their supply chain, linking through to some providers’ environmental responsibility statements. While greener options don’t always come as standard, and may require artists to make a special request, we think the upgrade is worth it - even with a higher price tag. With more and more artists pushing for sustainable merch, the options will get better and better, and this is what fans will come to expect!
Melbourne-based 60s psychedelic garage-pop band Sunfruits collaborated with Green Music Australia to create organic t-shirts with the slogan ‘No Music on a Dead Planet’. Info cards were included in every LP cover to encourage fans to get involved, plus a portion of profits raised were donated to support our advocacy efforts. Legends!
To celebrate the release of her Saturday Love EP, DJ, vocalist and radio host Anna Lunoe printed a run of sustainably made t-shirts and Vinyl made using recycled materials.
Made using recycled jersey, the t-shirts helped divert used fabric from ending up in landfill. By opting for recycled material, Anna avoided the use of water, pesticides and oil based dyes often involved with cotton farming and t-shirt manufacturing. Anna also shared the t-shirt sustainability information on her socials, encouraging fans to learn about the impacts of fast fashion.
Anna’s ethos of ‘low waste, high spirit’ is also shown through her own decisions as a consumer. She tries to only purchase second-hand items or high quality clothing made to last for years. “I’d say 80% of my wardrobe comes from secondhand sellers or Depop,” she says.
“I’m trying to ask myself - how can I factor in the planet? And most importantly I try to talk about it online, to share how my views around things have changed over the years and hopefully challenge people to consider it too.”
With so many merch providers available, it’s important to select one that aligns with your values.
To make it easier for you, we’ve done the research and compared the sustainability policies and environmentally friendly products available across Australian merch providers. Download our Australia Merchandise Comparison Table via our website.
Alternatively, ask your current merch provider what their more sustainable options are. It’s so great to get these conversations going. And since we’re living in the midst of a climate emergency, well into the 21st century, they really should have some options by now.
If you aren’t sure what to ask, here are some key things to keep in mind:
Alison Wonderland donated all proceeds from this t-shirt to the Victoria CFA, the NSW RFS and WIRES
If you have old merch that didn’t sell, repurpose it! The 1975 reprinted new designs onto their old t-shirts, saving money and avoiding waste. Opera North used old costumes to make beeswax wraps. Or consider incorporating an environmental message into your merch, like Alison Wonderland.
There’s more than just clothes! You can have your own personalised reusable water bottles or reusable coffee cups, which artists like Ash Grunwald and Maggie Rogers all have as merch, or a tote bag for shopping. Tim Minchin had hugely popular plantable seed cards as part of his tour merch pack.
The 1975 repurposed old merch that didn’t sell from earlier tours by simply printing their new graphic over the old designs. What’s more, people could bring ANY old shirt to their concerts and get the same screen print done then and there!
What we wear makes a statement, whether we’re conscious of it or not. If we wear and fetishise fast fashion and unethically produced luxury brands, we’re effectively encouraging others to do the same. That’s true whether you buy it yourself or if it’s gifted at a club or festival, from a partner or a sponsor.
We all need clothes and, as artists, our fashion choices are an important part of our brand. They also shape the culture and the world we live in. So make a sustainable statement with your wardrobe.
On her 2019 Complex tour, enviro legend Montaigne ran a Red Cross clothes drive at a Sydney show. Fans were invited to drop off old clothes, which were then donated to the Red Cross. If you’re thinking of doing the same, consider also collecting clothes that are no longer suitable for op shops (irreparable tears, old socks etc.) and giving them to brands that collect clothes for recycling using this handy directory.
Avoid new purchases wherever possible.
Reduce the amount of clothing you purchase.
Buy second-hand and vintage.
Then, and only then, buy from the most ethical and sustainable options using the links below.
When using these resources, keep in mind brands are often ranked in comparison with their peers, so some larger commercial brands may look a little better than they are at first glance.
As we’ve said right through this guide, these kinds of individual actions are just the beginning. They’re important because they soften our impact. They’re also important because doing them changes who we are and how we relate to Country. But the issues we face are deep and systemic. So while we’re improving personal footprints, we also need to push for collective, political change. That’s why your voice is the most powerful tool you’ve got. See Speaking Up for our suggestions on how to use it well. Or get in touch if you want to get more involved in the Green Music movement.
Sunfruits T-Shirt. Photo: Supplied
Anna Lunoe T-Shirt. Photo: Supplied
Alison Wonderland T-Shirt. Photo: Supplied
The 1975 T-Shirt. Photo: Supplied
Montaigne at Red Cross Clothing Drive. Photo: Artist
