We turned Billie’s obsolete tour merch into premium totes, creating measurable impact and proving the surplus model for the entire music industry.

CONTEXT

There are many obsolete tour tees destined for landfill but perfect for upcycling. For this project, Billie’s team demanded premium quality and total transformation.

SOLUTION

We designed a high quality tote, hiding the original graphics inside the material layers. This unlocks cross-artist upcycling potential for the entire industry.

OUTCOME

380 premium totes that look brand new, perform flawlessly, and prove sustainability can be the foundation of everything new. 

WE STARTED WITH: 

650+ obsolete tour tees with:
Inconsistent starting colors
Sizes ranging XS to 3XL
Varying fabric weights (5.5-7.5 oz each)
Original graphics that couldn’t show (per Billie’s team)
280+ lbs of textile waste headed for landfill

This tote is the ultimate comeback story.

Upcycling is fundamentally different and significantly more labor-intensive than traditional manufacturing. This project pushed our limits (in the best way).

When influential artists like Billie Eilish choose upcycling, it shifts culture. People (and other artists) look to her for inspiration—not just in music, but in values and choices. 

Research shows that celebrity endorsement of sustainable practices significantly influences behavior, particularly among younger fans. When public figures authentically advocate for sustainability, it drives measurable shifts in consumer attitudes and values. Billie’s massive platform amplifies the message exponentially.