Hollister Launches Inaugural ‘Feel Good Fest’ Music Program

Hollister Co., a division of Abercrombie & Fitch Co., the company behind beloved Millennial brands Hollister and Abercrombie & Fitch, is launching a brand new music program.

The New Albany-based brands, which saw immense success in the '90s and 2000s, became known for their exclusivity and beauty ideals based on being white and thin. Despite the number of controversies that have plagued the company in the past few decades, the clothing retailer has seemingly rebounded in the last five years. As Fast Company reports, Abercrombie & Fitch has become a favorite among Gen Z buyers, who enjoy the brand's new image, which is less sexual and more refined.

In an effort to further appeal to their new Gen Z customer base, Hollister Co. is launching a new "Feel Good Fest" music program, featuring "live performances, social activations, merch, styling opportunities and more," according to a press release.

The performances, which start today and run throughout the year, will take place on Hollister's Instagram and TikTok, as well as at high schools around the country.

The first round of Gen Z performers include Benson Boone, Boys World, Claire Rosinkranz, Dylan Conrique, JVKE and WanMor.

Staying true to form, Hollister will also be showcasing the unique style of each performer through their “Feel Good Fits” series on social media, where the performers talk about their favorite pieces from Hollister and Hollister’s active lifestyle brand, Gilly Hicks.

“Mental wellness and music are big priorities for our young adult customers and we are ecstatic to unite those two concepts in a cohesive, engaging, and meaningful way with artists that not only top charts, but also share the same principles of authenticity and originality,” said Carey Collins Krug, chief marketing officer of Abercrombie & Fitch Co. “Hollister’s Feel Good Fest captures the euphoric atmosphere of a three-day music festival and extends it to a year-round feel-good experience for our customers.”

More information about performances (including the dates of each performance) will be announced on Hollister's Instagram and TikTok.