Melbourne artist Jack Irvine has teamed up with Adidas Originals to bring the 2025 Laneway merch to life. Here, he talks us through his creative process
Melbourne artist Jack Irvine is the creative brain behind Laneway festival’s 2025 merch. Photography: Maclay Heriot
RECENTLY, MUSIC MERCH has become much more . . . fashion. In place of those daggy, ill-fitting T-shirts and hoodies of the 2010s, today, the threads sold at festivals, gigs and on artist websites transcends the realm of ‘shirt-I’d-wear-to-bed’ to a piece you’ll want to wear everyday, everywhere. A status symbol; a signifier that (ideally) tells the world you have great taste in music.
The merch at Laneway 2025 hits this nail on the head. In partnership with Adidas Originals, Melbourne-based artist Jack Irvine has created a range of original merchandise, splattering trucker hats, tote bags, tees and even a stubby holder with his trademark colourful, cartoonish graphics. His references for the collection ranged from Vivienne Westwood’s punk spirit to the Looney Toons, resulting in imaginative lock-ups that feel symbolic of the festival’s eclectic identity.
Partnering with Adidas Originals to bring the merch to life made the whole process even more enjoyable, as Irvine had the opportunity the mine the brand’s rich history with musicians, including none other than the Beastie Boys. You might recall the New York hip-trio were big fans on the shell-toed Adidas Superstars, and this year, the retro style is making a big comeback, with the sportswear brand dubbing it the sneaker of 2025, a direction British designer and perennial zeitgeist paver Grace Wales Bonner signalled months ago, with her winter 2024 collection, which included a riff on the iconic model. Are you ready to sneak around like its 1986?
On the ground at Laneway Melbourne, Adidas Originals popped up, with a ‘Clubhouse’ where fans could come and kit themselves out in the shoes and a limited edition T-shirt Irvine designed just for the brand. Local DJ STÜM even dropped by ahead of his set in the DJ tent, kitted out in another Beastie Boys favourite: the three-stripe track pants.
With Auckland, Brisbane, Sydney and Melbourne down, now, Laneway heads to Adelaide and Perth, with superstars like Olivia Dean, Clairo, Barry Can’t Swim and, yes, Charli XCX hitting each stop to put on an unforgettable show.
Here, we chat with Irvine about his creative influences, longtime collaboration with Aussie band Skegss, and why music merch is having such a fashion moment.
Esquire Australia: Can you talk us through your inspirations and references for creating the 2025 Laneway merch?
Jack Irvine: My inspiration came from a lot of vintage clothing and graphics, ranging from Looney Toons to Vivienne Westwood. There was a punk influence and a fun colourful, graphic style that I wanted to do. I wanted the hats to feel special and have some more complicated embroidery and printing techniques, which we had to get done overseas.
What’s your favourite piece from the collection and why?
The pink trucker hat is my favourite. Truckers just feel easy to wear for me and I think the artwork on this one is simple, and wraps up the whole festival style in a simple graphic and colour.
What was it like partnering with Adidas Originals on the pieces? What parts of the adidas brand identity were you most excited to bring to the project?
It was a really good opportunity to reflect on some of the art the brand has done within music. I loved the simplicity of the vintage Adidas and Beastie Boys tees and how strong that lock-up is. I was hoping to achieve something that could be worn every day of the week and would speak for Laneway in 30 years’ time, when it becomes a vintage tee itself.
Adidas Originals has teamed up with a bunch of local musicians to showcase the return of the Superstar. Photography: courtesy of Adidas Originals
Musician Fabian Odame. Photography: courtesy of Adidas Originals
Can you talk us through the process of creating a tour poster for a brand like Skegss, or Djo, from ideation to finished product?
Skegss and I have been working on that for so long that I have a good idea of where to go with the art. It’s more of a loose style. I always try to draw or paint it on paper to see exactly how it will be seen, or at least the outline. I try to get it to a point where I can just play with colour on screen. For other artists like Djo, I have been having fun doing more computer edits, I’ll start with a sketch and work on the characters separately, then take a photo, get it on screen and try a variation of colours and unusual effects.
Music merch has become much more fashion-led in recent years. Why do you think this is?
I think it’s because vintage band tees have had a resurgence. The 1970s and ’80s were a great time for band merch, it was so much more exciting. Big prints, bright colours, DIY printing and fan merch. The punk era has been my favourite influence for a long time and I think that has resurfaced. Artists and fans want something that feels special.
Which artists have been your Laneway 2025 highlight and why?
2hollis, Eyedress and Julie. To me all these groups have a style of music I really like. I think they are also unique to the line up, maybe slightly more emo. Charli XCX’s show is also insane.
By Amy Campbell
