Stones: Reimagined – the Rolling Stones have upcycled past merch into a limited-edition collection
In partnership with RS No.9 Carnaby
By Dale Fox
The Rolling Stones are turning back time on merch drops with Stones: Reimagined, a brand-new capsule collection made entirely from upcycled tour stock. It’s sustainable, limited-edition, and yes – it looks the business.
Launching today (4 April) at the RS No.9 Carnaby store in Soho and online at rsno9.co.uk, the three-piece collection breathes new life into deadstock from their 2022 Sixty tour.
You’ve got a layered long-sleeve tee at £70, plus two panelled options – one cropped, one classic – at £60 a pop. Each piece has been sliced, diced and stitched back together, meaning no two are exactly alike.
Fashion-Enter, a London-based ethical manufacturing social enterprise, handled the rework. From the cutting table to the final stitch, everything was done with circular fashion in mind. Even the woven labels have had an upgrade – now made from recycled polyester.
“This capsule collection we’ve created with Fashion-Enter has allowed us to create something truly special,” said David Boyne, managing director of Bravado UK, Universal Music Group’s brand management company. “We believe Rolling Stones fans will appreciate the storytelling and conscious approach behind these unique pieces.”
Jenny Holloway, CEO of Fashion-Enter, added: “We’ve absolutely loved working with the Stones and Bravado. This campaign shows real innovation in action by upcycling dead stock from previous Rolling Stones tours and then uniquely cutting up the T-shirts to create new and innovative designs.”
The result is a unique collection that channels the grit, attitude and longevity that’s defined the Stones for over six decades. And just like the band, it proves that reinvention doesn’t mean losing your edge.
You can shop the entire collection now, available exclusively either at the RS No.9 Carnaby store in London’s Soho or online at rsno9.co.uk. Stocks are limited, so move fast…
All images credited to RS No.9 Carnaby