American Apparel is throwing its support behind the next generation of Australian music artists with the launch of the StAArt Up Fund — a new initiative offering $10,000 worth of custom merchandise to emerging talent ready to level up their brand.

Announced this week, the StAArt Up Fund is open to independent musicians and artists across Australia, providing a serious leg-up in the form of premium tees, hoodies, and other custom merch items printed with their designs. On top of the $10,000 merch package, the winner will also be featured in an exclusive American Apparel artist story, giving them valuable exposure to grow their fanbase.

The project has already earned the backing of Australian singer-songwriter Sam Fischer (“This City”), who says: “Mad love to American Apparel for doing this, because I know that when I was starting, this would have changed the game for me.”

Why Merch Matters More Than Ever

For emerging artists, merchandise isn’t just about selling T-shirts—it’s a key connection to their audience and a critical income stream. Great merch offers fans a tangible piece of the music they love, building loyalty, identity, and a sustainable career foundation. The numbers don’t lie: according to a Pollstar report, Billie Eilish reportedly pulled in over US$25 million in merch sales during her 2020 tour alone — almost double her ticket sales in some cities (Pollstar, 2020). Closer to home, Aussie rapper The Kid LAROI’s limited-edition merch drops have helped fuel his rapid rise, with some capsule collections selling out within minutes and fetching serious resale value online (Tone Deaf, 2022). For independent acts, revenue from merchandise can fund studio time, tours, or even basic living costs — making it a genuine game-changer, not just a brand-builder.

More Than Just Apparel

“American Apparel has always been about more than just clothing,” says Dave Hillen, Director of Gildan APAC. “It’s about being a platform for self-expression. The StAArt Up Fund is our way of giving emerging artists a real opportunity to turn their creativity into wearable art.”

And the brand has the receipts to back up their dedication to Aussie music, becoming a headline sponsor of the Rolling Stone Australia Awards in recent years. The event, held at Sydney’s The Ivy, celebrated both legendary acts like ICEHOUSE and rising stars such as Becca Hatch and 3%, underscoring American Apparel’s dedication to supporting local talent.

Their presence was equally felt at Bluesfest 2024 in Byron Bay, where American Apparel collaborated with renowned Australian artist Mulga for a live-printing activation. Festival-goers queued up to create over 2,000 custom tees featuring Mulga’s vibrant designs, turning the brand’s pop-up into a hub of creativity and engagement .

These initiatives are part of American Apparel’s broader push aimed at empowering creatives across fashion, music, and art. By integrating into key cultural events and providing platforms for artistic expression, American Apparel continues to advocate for the voices shaping Australia’s dynamic music landscape.

Applications for the StAArt Up Fund are open now, and close on May 15, 2025. Musicians can enter by completing the StAArt Up Fund application form and sharing their creative story. Winners will be selected based on originality, creativity, and their vision for their brand—and will get to collaborate with American Apparel’s team to bring their dream designs to life.

For full details and to apply, head to https://www.americanapparel.com.au/pages/staart-up-fund.