American Apparel locks in multi-year Live Nation Australia partnership

Gildan Brands has signed a multi-year partnership with Live Nation Australia, naming American Apparel the Official Apparel Partner across Live Nation's artist development programs, venue network and Spilt Milk festival.

The deal folds American Apparel into Live Nation's flagship artist initiatives and brings back the "StAArt Up" Fund to Spilt Milk. American Apparel will supply custom merchandise, commercial support and exposure to emerging Australian artists and cultural talent under the partnership.

Among its initiatives is Ones to Watch (OTW), Live Nation's discovery platform for rising artists where American Apparel will serve as Presenting Partner and produce custom merchandise featuring the OTW lineup.

The Next On program will give artists access to Live Nation's venues, production, and marketing support. American Apparel will give each Next On artist a $500 apparel voucher, an artist gift pack, and an editorial feature on its platform.

The return of StAArt Up Fund at Spilt Milk will see American Apparel provide $10,000 merchandise grants for four developing artists, one of whom will be selected by public vote to perform on stage at Spilt Milk on the Gold Coast.

The partnership, now in its first year, has reached more than one million live music fans through festival and live music programs, and has supported more than 10 emerging artists, including Jewel Owusu.

David Hillen, Director APAC at Gildan Brands, 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. 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, Senior Vice President, Media & Sponsorship ANZ at Live Nation, said the highlighted the brand collaboration will have a tangible impact 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.

“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.”