The new Era of Music Merchandising

On the heels of the hype surrounding the “Life of Pablo” popup shops in New York, Los Angeles and Paris earlier this year, Kanye West is kicking off a global series of 21 shops that will offer merchandise as he heads into his world tour.

West took to Twitter last night to announce the stores, sharing a link to his website with a map of the locations of the forthcoming popups, which will be appear in a number of locations in the United States, as well as in Europe, Africa and Australia from August 19th through August 21st.

Dominik spoke to glossy.co about how fashion has become a rather natural ‘brand extension’ for many celebrities:

http://www.glossy.co/rise-of-streetwear/kanye-west-justin-bieber-and-the-new-era-of-music-merchandising