As festival fashion evolves post-pandemic – and flower crown-bedecked boho style becomes a thing of the past – denim brands are hoping that concert-goers will be going back to basics with good ol’ blue jeans. This year, Wrangler signed on as the “exclusive denim sponsor” of Lollapalooza in Chicago and Berlin, as well as Austin City Limits. The brand will host various activations onsite, including a booth where fans can personalize their purchases with free laser customization. Similarly, Lee, which is owned by the same parent company as Wrangler, signed on as the category sponsor of Bonnaroo earlier this month. They offered a custom patch station in the backstage area for artists and performers, while festival-goers were invited to contribute to some collaborative artwork called the“Original Lee Tree.” Standing over 12 feet tall, the tree was made with more than 900 square feet of scrap Lee denim.

Where music fans go, booze brands are sure to follow. After successfully flooding the U.S. market with their hard seltzers, White Claw has set its sights on the U.K. music festival circuit with a $5 million investment to bring pop-ups to more than 40 festivals on the other side of the pond. “The White Claw Wave of Summer Bar Experience,” as they’ve dubbed it, features two floors with interactive lighting, relaxation spaces, and, of course, a full-service bar. Opting for a higher-tech activation, Anheuser-Busch InBev is giving out POAPs – or “Proof of Attendance Protocol” NFTs – to tout its Bud Light Seltzer brand at Governor’s Ball, Lollapalooza, and Stagecoach.

Music festivals are a no-brainer for food brands. Thousands upon thousands of hungry fans, most of whom are young consumers, with disposable income and who are, as we reported in our food and beverage report, eager for interesting culinary experiences. Just Egg, a plant-based egg startup, handed out more than 100,000 mini breakfast sandwiches to concert-goers at Bonnaroo. The goal of the activation, which they’re calling the “Really Good Eggs Tour,” is to turn attendees into fans of the brand. Daring, the vegan chicken brand that recently made headlines for their ad with Kourtney Kardashian and Travis Barker, is also on the music festival circuit this summer, taking their food truck – and their beloved sweet-and-spicy wings – to events like last weekend’s Palm Tree Music Festival in the Hamptons.