Is Kanye West’s Sunday Service merch mark of a new streetwear movement?
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The idea of selling band merchandise is nothing new: Musicians use merchandise as a way to expand their brands, make an additional sum past ticket sales, and engage with fans. A more recent discovery, however, was that churches — particularly those with a demographic that falls heavily into the millennial generation — were creating merchandise in a similar vein as contemporary streetwear. Though many are familiar with church logo-emblazoned T-shirts and other casual pieces of clothing, this time it’s different — this time, it’s cool.
Now, Kanye West is getting in the game.
The rapper and fashion designer is no stranger to merchandise. After all, during his Life of Pablo tour, his concert tees and other products were some of the most sought after on the market. Combine that with his highly popular streetwear brand Yeezy and you have the “Church Clothes,” the merchandise that was sold exclusively at Kanye’s Sunday Service, which was held on April 21, 2019 for Easter just outside of Coachella Valley.
Overall, the event felt decidedly Yeezy, with large, oversized T-shirts and pants in earthy shades of lavender and pink. The merchandise, however, took on a more neutral color palette, with neutral-hued sweatshirts, shirts, sweatpants, socks and more, featuring slogans such as “Trust God,” or “Holy Spirit.”
Despite the fact that evangelical Christianity and other religious organizations have been seen as controversial topics, attendees of Kanye’s Sunday Service paid no mind to the wording on the clothes, eagerly wearing pieces throughout the occasion, as reported by Los Angeles Times.
Though West is an easy target for criticism, he has a knack for pushing movements forward. As church merchandise continues to quietly disrupt the streetwear scene — in the same way band merchandise has become a regular staple in the fashion industry — perhaps these religious motifs, and the beliefs behind them, are coming up to the surface.