By Gary Symons
TLL Editor-in-Chief
Global Merchandising Services has announced a growing roster of licensing partners for CBGB & OMFUG, known as the birthplace of punk and new wave.
Global says its mission is to bring the legendary New York music brand — known as the ‘Home of Underground Rock — to a new generation of fans through fashion, accessories, and lifestyle collaborations.
The expanded program comes ahead of the second annual CBGB Festival at Brooklyn’s Under the K Bridge on Friday, Sept. 25, and Saturday, Sept. 26.
The new and expanding licensing program includes collaborations with John Varvatos, Dixxon, Greasy Hands Society, Civil Regime, Lauren Moshi, and Boy Vienna, among others, delivering apparel and lifestyle products inspired by CBGB’s visual identity and cultural legacy.
The partnerships build on Global Merchandising Services’ strategy to extend CBGB beyond its roots as a music venue and into a broader lifestyle brand rooted in music, fashion, art, and self-expression.
“CBGB is one of those rare brands where the history is incredibly powerful, but the attitude remains completely relevant,” said Lisa Streff, senior vice president of licensing and brand development at Global Merchandising Services. “Our goal is to work with partners who understand what made CBGB so influential while bringing their own authentic creative perspective to the brand.”
Founded in 1973 in Manhattan’s East Village, CBGB became a launching point for the punk rock and new wave movements, hosting early performances by the Ramones, Blondie, Talking Heads, Television, the Patti Smith Group, the Dead Boys, Richard Hell, the Beastie Boys, and the Dictators.
In the 1980s, the club became a hub for the hardcore punk scene, with bands including Agnostic Front, Murphy’s Law, Cro-Mags, and Gorilla Biscuits regularly performing there. In the 1990s, it hosted a new generation of rock acts, including Sum 41, Korn, Green Day, and Guns N’ Roses.
In short, CBGB’s was not just another club, but rather an incubator for new genres of music. it was considered the most influential club in the United States for the evolution of rock music, similar to the way The Roxy served as an incubator for punk and alt rock in the UK, and The Smiling Buddha doing the same in Vancouver, Canada.
The club’s influence on American culture was recognized when the former location at 315 Bowery was added to the National Register of Historic Places in 2013, and to this day it remains a destination for music fans.
CBGB’s legacy is now managed by a group of New York City-based music enthusiasts focused on its continued influence on music, fashion, and visual art. Streff says licensing partners are also contributing to the ongoing legend of CBGB.
“The response from our partners has been fantastic, and we’re excited to see the program continue to grow across fashion and lifestyle categories as CBGB reaches both longtime fans and a new generation discovering its legacy,” Streff said.
The CBGB Festival kicks off Friday, September 25, with performances by the Prodigy, Brutalismus 3000, Sextile, and Lip Critic. The main festival follows Saturday, September 26, featuring Patti Smith, Morrissey, Interpol, the Sex Pistols with Steve Jones, Paul Cook, and Glen Matlock featuring Frank Carter, Bikini Kill, Agnostic Front, The Buzzcocks, Circle Jerks, High Vis, Mannequin Pussy, Militarie Gun, UPCHUCK, and other artists spanning generations of punk and alternative music.
The festival will also bring the CBGB brand to life through vintage and new merchandise, local food and beverage offerings, immersive installations, and artifacts from the original club, connecting punk’s past with its evolving future.
Organizers said the combination of music, culture, and consumer experiences underscores the opportunity for CBGB as a licensing platform that extends beyond traditional band merchandise.
“CBGB has always represented something bigger than a physical location,” said Michael Smith, managing partner of CBGB. “It represents a spirit of creativity, independence and self-expression that continues to influence music, fashion and culture.
“Our partnership with Global Merchandising Services is helping us bring that spirit to new audiences through thoughtfully selected partners and products that feel true to CBGB.”