Food and beverage companies, and car manufacturers have turned toward lifestyle product lines as ways to appeal to new audiences and expand their reach beyond just what they’re known for. The most recent was Chrysler, which is aiming to appeal to younger audiences by releasing athleisure pieces and lifestyle products like water bottles that paint the brand in a hip light, without having to change the way they make cars.
Gibson, historically known as one of the biggest names in guitars, is also turning toward apparel to create a larger brand story by releasing a capsule collection of apparel for men and women.
The company partnered with designer Billy Reid for the Billy Reid x Gibson Hummingbird collection, which touches on the Hummingbird model guitar’s design motifs, as well as both Reid and Gibson’s roots in the South.
The first release includes a leather jacket, a T-shirt featuring two hummingbirds and “Muscle Shoals Music Row,” sweatshirts, a Western style shirt, a blanket, scarves, bandanas, a beanie, and an embroidered denim shirt. A lot of designs feature either a pair of kissing hummingbirds or a floral design.
very excited about this Billy Reid collaboration with Gibson not least because the campaign stars the amazing Margo Price, Abraham Alexander, and MY BROTHER!!!!! pic.twitter.com/8wPZTSqjyk
— Rachel Tashjian Wise (@theprophetpizza) August 19, 2022
Like some other capsule releases before it, the Billy Reid x Gibson line features some higher prices for higher-end products. It’s not uncommon to see products cost more than $1,000 (like the leather jacket, which is around $1,500). Even fast food companies were doing that.
According to WWD, some accessories will even feature branded guitar picks and straps with the hummingbird print.
“Music culture has always been synonymous with individual style and authentic expression,” said James “JC” Curleigh, president and chief executive officer of Gibson Brands, according to WWD. “Our Gibson artists Margo Price, Abraham Alexander and Aaron Lee Tasjan naturally embody the timeless, and edgy aesthetic of the new Hummingbird collection. The opportunity to combine the iconic Gibson Hummingbird vibe into a lifestyle collaboration with Billy Reid is exciting for us, but even more exciting for our fans.”
At a time where live music events can sometimes be held virtually, having a “capsule drop” can be a good way to keep the brand visible even from afar.
