Gildan Brands has revealed a multi‑year strategic partnership with Live Nation Australia, naming its American Apparel brand as the ‘Official Apparel Partner’ across Live Nation’s developing-artist platforms, live venue network and Spilt Milk festival.
The partnership integrates American Apparel into Live Nation’s artist discovery and development programs, including ‘Ones to Watch’ and ‘Next On’, while also bringing back its signature ‘StAArt Up’ Fund to Spilt Milk. American Apparel will provide custom merchandise, commercial support and national exposure.
Now in its first year, the partnership has already reached over one million live music fans through festival and live music programs and supporting more than 10 emerging artists, including Jewel Owusu, Holly Hebe, Jem Cassar-Daley and Eli Wan.
Flagship initiatives include:
Ones to Watch (OTW): Live Nation’s discovery platform showcasing rising and breakthrough artists through content and live events. American Apparel will activate on-ground with custom merchandise featuring the OTW lineup.
Next On: A platform designed to reduce commercial barriers for artists by providing access to Live Nation’s iconic venues, production and marketing support. American Apparel will provide every Next On artist with a $500 apparel voucher, an exclusive artist gift pack, and a dedicated editorial feature on its platform.
StAArt Up Fund at Spilt Milk: American Apparel will bring back its StAArt Up flagship initiative for emerging creatives and provide $10,000 merchandise grants to four developing artists. A public vote will select one of these artists to perform live on-stage at Spilt Milk on the Gold Coast.
“American Apparel has a long history of supporting creativity and self‑expression. Partnering with Live Nation Australia allows us to extend that commitment across a powerful national network, investing in the next generation of music talent through structured, scalable support aligned with our core values,” said Gildan Brands director APAC David Hillen.
“We’re incredibly grateful to have a partner like American Apparel that shares our commitment to supporting developing artists and creating opportunities to drive their careers forward. Together, we can help artists reach new audiences, amplify their visibility and build momentum in the moments that matter most. There’s a lot to be excited about when it comes to what this partnership will achieve,” Live Nation senior vice president media & sponsorships ANZ Kristy Rosser added.
