Global apparel business Gildan Brands has announced a multi-year partnership with entertainment company Live Nation Australia.
The partnership means Gildan’s key brand American Apparel will be the ‘Official Apparel Partner’ across Live Nation’s developing artist platforms, live venue network and its Spilt Milk festival.
The partnership will integrate American Apparel into Live Nation’s artist discovery and development programs, including ‘Ones to Watch’ and ‘Next On’, while also bringing back its ‘StAArt Up’ Fund to Spilt Milk.
This all comes as American Apparel relaunched in the Australian market two years ago after more than eight years' hiatus. Today, the brand sells locally through a locally dedicated online website and via The Iconic.
Across the partnership’s key initiatives, American Apparel will be presenting partner for Ones to Watch, activating on-ground with custom merchandise featuring the OTW line-up.
The brand will also provide every Next On artist with a $500 apparel voucher, an exclusive artist gift pack and a dedicated editorial feature on its platform. Next on is designed to reduce commercial barriers for artists by providing them access to Live Nation’s venues, production and marketing support.
Meanwhile, as part of the StAArt Up Fund at Spilt Milk, American Apparel will 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.
Now in its first year, the partnership is reportedly delivering strong results, reaching 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.
Gildan Brands Asia Pacific director David Hillen said the partnership reflects American Apparel’s commitment to investing in developing talent and Australia’s music culture.
“American Apparel has a long history of supporting creativity and self‑expression,” Hillen said. “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."
Kristy Rosser, Live Nation SVP of media and sponsorship in AU/NZ, pointed to the tangible impact the brand collaboration will have on local artists.
“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,” Rosser said.
“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.”