Overview
Indie sleeze is back, and so is American Apparel. That hardly seems like a coincidence. But what also returns after a successful inaugural year is the brand's StAArt Up Fund, served up in partnership with Spilt Milk. Featuring its biggest prize to date, this fund is all about boosting the careers of Australia's next-gen music talent.
With applications now open until Friday, August 28, four lucky winners are unveiled throughout the year. What's up for grabs in 2026? Each winner will receive $10,000 worth of free merchandise — think t-shirts and hoodies custom printed with their design. However, the fund goes beyond just offering artists the chance to load up their merch stand.
The four winners will also go head-to-head in a winner-takes-all public poll on social media, where the finalist with the most votes scores the opportunity to play at Spilt Milk Gold Coast 2026. Not only does that mean the chance to showcase their music to a huge crowd, but it also offers fresh opportunities to connect with their fellow artists.
Nowadays, merch plays a major role in any band's success. With the financials of the music biz trickier than ever to navigate — album sales aren't what they used to be, and touring costs are only going up — merch often becomes that vital income stream. What's more, it's how artists shape their personal brand and create a sense of belonging with their fans.
In 2025, the American Apparel StAArt Up Fund was also awarded to four artists — BIRDEE, THIRST TRAP, Paulina x Tom Thum and Maina Doe — with two performing as part of the American Apparel House at SXSW Sydney 2025. Linking up with big names, THIRST TRAP and Paulina shared the stage with Zion Garcia, Sollyy and breakout star Ninajirachi.
Keen to apply? You won't have to fumble your way through a multi-page proposal. Instead, just submit a few basic details about you and your music to go in the running. "If you've never delved into making your very first merch, this is your sign to sign up for the American Apparel StAArt Up Fund," said BIRDEE.
Applications for the American Apparel StAArt Up Fund are now open until Friday, August 28. Head to the website for more information.
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Images: Supplied.