Jimi Hendrix may have died in September 1970 but his record label, Sony Music Entertainment, is in no mood to let his memory fade away after launching the first dedicated online store which will offer “exclusive, authorised merchandise” of the guitar legend.
Created through a partnership between Sony’s merchandising division The Thread Shop, and Authentic Hendrix and Experience Hendrix, the online store will sell a “curated” assortment of hoodies, T-shirts, accessories and an army jacket, all of which pay homage to the man behind Hey Joe, All Along The Watchtower, Purple Haze and Voodoo Chile.
The new site marks the first time the music, audiovisual releases, and authorised merchandise will be available in one place, for a man who famously said: “When I die, I want people to play my music, go wild and freak out and do anything they want to do.”
Janie Hendrix, Jimi’s sister and chief executive of Authentic Hendrix and Experience Hendrix, said: “Jimi was meant to soar. He knew no limits or boundaries to his creativity. This partnership is the embodiment of that idea.
“Our relationship with The Thread Shop and Sony in the development of this online store opens the door to the world wider, and gives fans greater access to products that represent Jimi in a beautiful way. It will most definitely enhance the Jimi experience for those who are wanting more and wanting something truly special…this is it.”
The partnership builds upon the 2009 licensing pact between Sony Music, Authentic Hendrix and Experience Hendrix, which covers the curation and distribution of the Jimi Hendrix music catalogue and archives, making the artist’s music and film materials available to fans around the world across all media formats and platforms.
Legacy Recordings, Sony Music’s catalogue division, and Experience Hendrix have released a range of essential Hendrix titles under the agreement, including definitive editions of the Jimi Hendrix Experience canon. With the new merchandising partnership, The Thread Shop will join with Legacy Recordings on integrated merchandising and music opportunities.
Jimi Hendrix joins The Thread Shop’s roster of classic and contemporary music icons, including The Beatles, Bob Dylan, and Led Zeppelin.
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