SABLE, fABLE merch includes pizza, smoked salmon, and a signature scent”>
Graham Tolbert
Bon Iver‘s new album SABLE, fABLE is out today and to celebrate Justin Vernon is getting a little whacky. As well as hearing the new album today, you can also buy one of two dozen products Vernon has worked on with a bunch of different brands across the glove. These range from the high end (Todd Snyder cashmere hoodies) to the bizarre (an Earl of East fragrance inspired by sound) and a little on the nose (if a man in your life wants to buy Bon Iver coffee, it’s a cry for help).
The theme tying these collaborations together is the color pink, the same salmon shade used on the SABLE, fABLE artwork. As such there is a salmon pink sorbet available from Hats Bar in Jakarta, salmon pastries from a deli in Amsterdam, and a “Speyside Smoothie Bowl,” made from strawberries and cream and available in New South Wales, Australia. There are also bagels, pale ales, and pizzas among the other culinary tie-ins. It seems the products are popular, too. The hoodie, which was priced at $398, has already sold out.
Is this all a tongue-in-cheek joke or a legitimate way to promote your first new album in six years? Of course, we’ll never know. Either way, Father John Misty will be fuming he didn’t think of this first.
The promotion of SABLE, fABLE extends beyond brand partnerships, too. On Saturday (April 13), the Terasaki Budokan in Los Angeles will host Live Inside This State Fair, an event that includes a basketball tournament featuring “Justin Vernon and friends.” Dunking on Bon Iver in his own luxe hoodie is a wild way to spent a weekend.
Check out the full range of Bon Iver SABLE, fABLE partnerships here.
