H&M is no stranger to music festivals, having completed in the spring its sixth year as a sponsor of the Coachella Valley Music and Arts Festival in Indio, Calif. Now, it’s looking to further its cool factor with Coldplay and Ed Sheeran, who will design T-shirts to support Global Citizen and its agenda, which includes ending inequality, ensuring environmental stability and eradicating extreme poverty by 2030.
The Swedish retailer is hosting the 2015 Global Citizen Festival, where Coldplay, Sheeran, Beyoncé and Pearl Jam will perform on Sept. 26 at the Great Lawn in Manhattan’s Central Park.
H&M is offering incentives for customers to join in the effort. Consumers who purchase one of the T-shirts or bring garments for recycling in stores between Aug. 26 and Sept. 17 will earn “action points” to win tickets to the festival.
The Coldplay and Sheeran-designed T-shirts, which are made completely from sustainable ingredients, are $9.95 at all H&M locations with 25 percent of each sale earmarked for Global Citizen.
H&M said it’s urging customers to close the loop in fashion and “join the journey toward a more sustainable fashion future.”