Elevating the merch game: Premium SXSW® blanks by AS Colour

What happens when an unstoppable force meets an immovable object?

I don’t know if anyone starts out expecting to be famous, or best in class, or a household name. Surely it’s an aspirational goal, but the reality is that the seeds of greatness are often sown in the most unlikely places. This article tells the story of two brands (and their respective journeys) culminating in a partnership that seeks to offer the entertainment world an unparalleled experience.

South by SouthwestⓇ was founded in 1986 by a group of forward-thinking individuals in Austin, Texas. They recognised Austin was an incubator for top-tier musicians, creatives, and innovators, but remained largely undiscovered. Something had to be done to shine a spotlight onto the diverse cultural milieu that was forming, and they were the people to do it. It was decided a music festival would be the most universal and beloved format to share Austin with the world. Almost four decades later SXSWⓇ has become an immovable object in the music industry, and a cultural touchstone.

Nearly 20 years after the founding of SXSWⓇ, in Auckland New Zealand, a similar story was unfolding. AS Colour was started in 2005 in an unassuming garage, with several hundred t-shirts and a vision to someday become a leading supplier of premium blank apparel. At that time, we were half-a-world away from the giants that dominated our industry. That was fine by us. Better to invest in great products for customers (that are built to last), away from the prying eyes of the corporatocracy that is all too common in the apparel game.

Interestingly, like SXSWⓇ, our origin story is also rooted in music. A friend of ours had a band called Elemeno P that was getting a bit of buzz, and they needed some premium t-shirts for their merch. Seeing an opportunity to help the band, we did what any resourceful and creative person would do – we rolled up our sleeves, and put ourselves to task sourcing the best possible blank garments we could. After all, part of any up-and-coming band's success can be attributed to their fans' willingness to buy their merchandise. 

As the years went on, more and more bands, brands, merch companies and screenprinters jumped on board with us. They liked what we were doing, and how we were doing it. Differently. Against the grain. With a focus on the details. We kept our heads down, and put our efforts towards ethically producing the best possible garments, at the best possible prices. We wanted our friends to succeed. Their success was our success.

With their help, we opened up facilities in Australia, the United States, the United Kingdom, and most recently the European Union, backed by our unwavering belief to supply the best quality canvases for others self expression.

Speaking of success, by 2005 when AS Colour was just getting started, SXSWⓇ had already become a household name. Austin TX, and all of its charm, became THE destination for budding musicians, designers, entrepreneurs, and taste-makers. The secret was “out”. While the festival itself is an adrenaline-fueled two weeks in March, the branded SXSWⓇ merchandise has taken on an entirely unexpected identity. 

People realized their screen printed tees and hoodies could outlive those two weeks, and take them back to the memories of previous year's SXSWⓇ festivals whenever worn. They are universally recognizable talismans of belonging, signaling to the world that their owners were “there”. 

The staying power and cultural relevance of the SXSWⓇ merchandise is a large part of the reason why the partnership between our two brands feels like such a natural fit. We both embody core values that seek to drive our respective businesses (and industries) “forward”, by focusing on the details, through innovative thinking, premium quality, and unforgettable experiences. For SXSWⓇ, the dream of creating an Austin-focused festival for global up-and-coming talent has been realized for close to four decades. For AS Colour, creating premium blanks that stand the test of time, with a focus on quality & sustainability, is paramount to our vision of becoming the leader of premium blank apparel. 

As we approach our 20 year anniversary of garments that are “made better”, we couldn’t be more excited to partner with SXSWⓇ. We hope the bands, fans, brands, teammates, and all that are involved in the festival have the opportunity to get a piece of SXSWⓇ merch this year. As far as the original question of: “What happens when an unstoppable force meets an immovable object?” is concerned…well I guess that will have to be answered in a different article, once I wear my first SXSWⓇ shirt, dressed by AS Colour, out in the world.  

Explore the full collection of AS Colour blanks chosen by SXSWⓇ.