New data reveals scale of concert fashion consumption and environmental impact—BLACK PEARL’s Sustainable Fashion Guides and No Single Use Fashion campaign serve as model solutions
NEW YORK – REVERB today releases its Fan Fashion Report, the first comprehensive study of concert attendee purchasing behaviour and its environmental footprint. The survey of 29,000+ fans across 154 shows reveals that 56% purchased new clothing specifically for concerts, generating 1.3 million items and equivalent carbon output to 3,000–4,300 gas-powered cars driven for one year.
The report identifies a critical gap: while 96% of fans are aware of fast fashion’s impact, only 28% prioritise sustainability when buying. Fast fashion and ultra-fast fashion account for 39% of concert purchases. Yet 70% of fans report that artists directly influence their purchasing decisions—an opportunity largely untapped by the industry.
The report highlights BLACK PEARL’s work with Billie Eilish and REVERB, which released city-specific Sustainable Fashion Guides for each stop of the HIT ME HARD AND SOFT: THE TOUR. The initiative embedded local resale platforms, repair services, and thrift options into tour infrastructure. BLACK PEARL’s No Single Use Fashion campaign—which mobilises fans around three pledges: choosing pre-loved pieces, personalising through DIY customisation, or committing to nine months of garment wear—offers a scalable model addressing consumer action gaps across the live music industry.
The full Fan Fashion Report is available at www.reverb.org.
About REVERB
REVERB is a non-profit in the live entertainment industry, driving environmental and social responsibility across touring, venues, and fan engagement.
