Band’s tour next summer expected to add to resurgence of 1990s fashion, as brands try to jump onboard
fans wait on tenterhooks for tickets for the long-awaited reunion tour to go on sale on Saturday morning, brands are hitching their wagons to what will be a pivotal and lucrative pop culture moment, hoping to cash in on the excitement.
And there would be plenty more where that came from, said Andrew Groves, a professor of fashion design at the University of Westminster. He said he imagined they had “been ironing out product tie-ins longer than they’ve been sorting out brotherly differences”. He expected “a tidal wave of collaborations”, name-checking brands such as Adidas Spezial, Berghaus and Umbro, as well as two that he wears so regularly that his students have started calling him professor coat: Stone Island, CP Company.
There will be practical considerations as well. According to Campbell, Oasis gigs are not for the faint of heart. “There are pints of all sorts being thrown about, it’s hot, you stand for hours, and then bounce when the band come on.” Heaton Park, where the band will play in Manchester, “is notorious for becoming a mud bath”, said Groves, a Manchester City season ticket holder. “It’ll be a brave person that wears their latest Adidas Spezials.
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