American Apparel As SXSW Sydney’s Official Merch Partner

Picture this — an entire festival dressed head-to-toe in American Apparel®. From the staff and volunteers to the artists themselves, our gear was everywhere.

American Apparel® as SXSW Sydney’s Official Merch Partner

For the third year running, Sydney came to life for SXSW Sydney 2025, transforming Darling Harbour, Chippendale and Broadway into a buzzing hub of creativity, innovation and discovery. And this year, we took things up a notch.

Not only did we return bigger and better, but we also stepped into the spotlight as the official merch partner of SXSW Sydney 2025 — and hosted our very own American Apparel® House, one of the hottest spots in the SXSW Sydney Music Festival Precinct in Chippendale.

Collaboration Meets Creativity

Keeping true to the creative spirit of SXSW, we teamed up with some seriously talented local artists for the official merch designs.

Sindy even brought his bold energy to the streets with a mural on the iconic Lord Gladstone Hotel — featuring the festival’s main design, aptly titled “The Future Belongs To The Curious.” Catch a glimpse here.

Super Heavy Tees, Super Heavy Praise

Every piece of official SXSW Sydney merch was printed on our Super Heavyweight 9001 T-shirts — the perfect canvas for these eye-catching designs. Built with durability in mind, they proved once again why this style is a favourite for both everyday wear and custom prints.

From 13–19 October, we ran two merch hubs: one at Tumbalong Park, right next to the main stage, and another inside the ICC Gallery. The response? Incredible. Festival-goers couldn’t get enough of the designs — many walked away with multiple pieces because who can choose just one?

A Festival to Remember

That’s the beauty of SXSW Sydney — it’s a celebration of ideas, art, and connection. People from all walks of life, across every industry, come together to explore the future… and now, they’ve got something tangible to remember it by.

Didn’t get your hands on the merch at the event?

SXSW Sydney merch is available online until this Sunday — while stock lasts.