.RollingStone's Covers Collection features T-shirts with iconic covers of Elton John, Willie Nelson, Janis Joplin, Joni Mitchell and Jimi Hendrix.
Rolling Stone has in the past dipped its toes into e-commerce waters through collaborations with brands such as Levi Strauss & Co., but after much preparation it’s now ready to go it alone.
“We’re excited to bring our iconic covers and logo to this apparel line in partnership with some incredible artists and photographers,” said Gus Wenner, president and chief operating officer of Rolling Stone. “The archives are a mixed bag of images we own and images we don’t own so we had to work with the photographers and then ultimately the artists or the subjects of the covers to clear the rights to produce these shirts and this apparel. That was a very long and intricate process and relied on our relationships with the artists and our relationships with the photographers and getting them on board with the quality of the shirts and the design and the kind of vision behind it,” Wenner explained.
Rolling Stone is just one of a growing number of media titles looking to diversify their revenue streams away from just advertising — a trend that has only been exacerbated by the coronavirus crisis.
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