Centric Brands and Palm Tree Crew are joining forces in a new joint venture designed to turn a DJ led lifestyle collective into a global, experience driven apparel and accessories business. This partnership combines Centric Brands’ scale in fashion with Palm Tree Crew’s festival rooted community to build what both sides describe as a long term, globally scalable apparel empire.
A Full Circle Fashion Moment for Palm Tree Crew
The joint venture positions Palm Tree Crew, founded by Kygo (Kyrre Gørvell Dahll) and Myles Shear, as more than a music adjacent label, elevating it into a fully fledged lifestyle platform across apparel, live events, and hospitality. Palm Tree Crew has been built around the idea that great moments are meant to be shared, using festivals, beach clubs, and collaborations to fuse music, culture, and community.
Co founder Myles Shear said, “This partnership represents a full-circle moment for Palm Tree Crew,” adding that product has always been core to how the brand shows up in the world. He said the new platform with Centric Brands gives the label the ability to scale globally without losing the community that built it.
Centric Brands’ Playbook: Scale, Distribution, and Design
Centric Brands LLC is described as a global leading lifestyle brand collective, with deep capabilities in product design, development, sourcing, retail, digital commerce, and brand building across kids’, men’s, and women’s apparel, accessories, beauty, and entertainment. Its portfolio spans licenses for more than 100 iconic brands, including Calvin Klein, Tommy Hilfiger, Nautica, Under Armour, Buffalo, Hervé Léger, Joe’s Jeans, Off White, All Saints, Coach, Frye, Hunter, Kate Spade, Michael Kors, Ugg, Vince, Disney, Game 7, Marvel, Messi, Nickelodeon, and Warner Brothers, among others.
The company also owns and operates brands including Avirex, Contenders, Fiorelli, Hudson, Robert Graham, Taste Beauty, and Vingino, and already runs joint ventures with Favorite Daughter, Jennifer Fisher, John Elliot, and Palm Tree Crew. Centric Brands products are sold through mass market retailers, specialty and department stores, and online channels, leveraging a global footprint headquartered in New York City with offices in Los Angeles, Greensboro, Asia, Europe, Holland, Montreal, Milan, and Toronto.
Building an Experience Driven Apparel Empire
The new venture will see Centric Brands lead development and expansion in men’s and women’s apparel and accessories, turning Palm Tree Crew’s festival born aesthetic into a scalable retail proposition. With Palm Tree Crew’s strong global following and presence across festivals and live experiences, the strategy is to diversify distribution and build a long term, globally resonant apparel and accessories business.
Jason Rabin, CEO at Centric Brands, said, “Culturally relevant brands are central to Centric’s growth strategy, and Palm Tree Crew is exactly the kind of experience driven brand that strengthens our position in the marketplace”. He said the joint venture will allow Centric Brands to strengthen its market position by pairing its operational muscle with a culture first label that already resonates with consumers at festivals and live events.
Collabs, Clubs, and Global Lifestyle Reach
Collaborations have long been a key pillar in Palm Tree Crew’s apparel strategy, with the brand partnering with labels and properties such as Madhappy, Siegelman Stable, the Florida Panthers, Malbon, Puma Golf, the Miami Marlins, and Don Julio. These partnerships tap into Palm Tree Crew’s cultural cachet and bring its palm iconography and easygoing luxury into new categories and fan bases.
Beyond apparel, Palm Tree Crew has built a diversified hospitality and live events portfolio that includes Palm Tree Club Miami, Palm Tree Club Orlando, Palm Tree Beach Club in Las Vegas, and Palm Tree Club Kansas City, anchored by its global Palm Tree Music Festivals. This environment gives the joint venture a built in stage for product drops, collaborations, and experiential retail moments that blur the line between festival merch, fashion capsule, and lifestyle uniform.
Why This Joint Venture Matters for Fashion
For the fashion and retail industry, the Centric Brands and Palm Tree Crew joint venture is a clear signal that experience led, community rooted brands are moving from niche festival merchandise into mainstream, scalable categories. With Centric Brands’ multi category expertise and Palm Tree Crew’s live event ecosystem, the partnership is primed to test new models of launching and distributing apparel through festivals, clubs, and hospitality destinations before amplifying them through wholesale and digital channels.
If executed well, the joint venture could set a template for how entertainment collectives and hospitality platforms partner with established brand operators to turn moments into wardrobes, and fans into repeat fashion customers worldwide.
