Hollister and Lollapalooza are expanding their relationship that kicked off last year.
The apparel brand will introduce an exclusive festival collection as well as a Feel Good House, a new onsite destination featuring limited-edition merchandise, music and immersive experiences throughout the festival, which is scheduled for July 30 to Aug. 2 in Chicago.
The seven-piece capsule will offer T-shirts, a mesh football jersey and hats for both men and women. They will feature vintage-inspired graphics, washed denim, metallic finishes and pops of pink.
The T-shirts and festival hat will be available exclusively onsite at Lollapalooza. The remaining collection will be available ay select Hollister stores and online beginning festival weekend, with prices ranging from $24.95 to $69.95.
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“Music and festival culture have been an important part of the Hollister brand, and working alongside Lollapalooza, we wanted to create moments that feel immersive, memorable and unmistakably Hollister, from the product to the programming to the way customers and fans engage with the brand in real time,” said Kelly Hall, head of merchandising and design for Hollister.
“Lollapalooza continues to be the right partner for Hollister because it brings our customers together in a key market at one of the most culturally relevant music festivals of the summer.”
The Feel Good House will feature DJ sets, special drops and interactive photo moments inspired by Lollapalooza. Hollister will also partner with artists and creators throughout the weekend. The activation builds on Hollister’s Aftershows partnership that launched at Lollapalooza in 2025.
“For a lot of fans, getting dressed for a festival is part of the fun. Nearly three in four say it makes the experience even more memorable,” said Maureen Ford, president of national and festival sales for Live Nation, which organizes the festival.
“That sense of self-expression is what festival fashion has always been about. As early 2000s style finds a new generation of fans, this collaboration celebrates the individuality and optimism that have always been at the heart of both Hollister and Lollapalooza.”
