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Sony Music’s Thread Shop Signs Worldwide Deal for Jimi Hendrix Merch

Earlier this month, Sony Music Entertainment's The Thread Shop merchandise agency inked a deal to produce a line of The Beatles merch. Now, the company has signed a similar deal for another music…

Earlier this month, Sony Music Entertainment’s The Thread Shop merchandise agency inked a deal to produce a merch line for The Beatles. Now, the company has signed a similar deal for another rock legend: Jimi Hendrix.

The new deal with Authentic Hendrix LLC and Experience Hendrix LLC — the Hendrix family-run companies that oversee Jimi’s legacy — includes the rights to design, develop and distribute exclusive Hendrix merchandise worldwide, including clothing, accessories and collectibles. The product line will be available online, in pop-up shops and at brick-and-mortar retail stores.

The deal builds on a licensing partnership between Sony Music, Authentic Hendrix and Experience Hendrix that began in 2009, encompassing the curation and distribution of the Hendrix music catalog and film archives (through Sony’s catalog division, Legacy Recordings). As part of the new agreement, The Thread Shop will coordinate with Legacy Recordings on integrated merch and music opportunities. It marks the first time the iconic artist’s merch will be available in one place.


In a press release, Experience Hendrix and Authentic Hendrix CEO/president Janie Hendrix called the new deal a “natural progression.”

“We placed Jimi in good hands with Sony Music, so we are more than comfortable with expanding our relationship to merchandise,” she said. “Jimi’s persona encompassed more than music. He had a sense of style that we want to continue to present to the world…boldly and vividly. We’re confident The Thread Shop will carry out the next level concepts we envision. Jimi was and is larger than life, in our eyes. With the list of artistic greats the Thread Shop represents, Jimi will be at home among giants.”

Added ?Howard Lau, senior vp/head of The Thread Shop: “We are incredibly excited and proud to be working with Janie and her team on Jimi‘s merchandise. With such a legendary and timeless artist, we will honor Jimi and his music with tremendous respect and enthusiasm that will result in amazing merch that honors his legacy.”

In addition to Hendrix and The Beatles, The Thread Shop’s roster includes the likes of Camila Cabello, Bob DylanJoan Jett, Led Zeppelin, Maluma and P!nk.