At its inaugural Zipangu J-pop festival at the Rose Bowl Stadium, AEG Presents’ division Goldenvoice partnered with Sung Kang, Xbox and Los Angeles based design studio, UPRISERS LAB, to debut a limited-edition, upcycled denim jacket collaboration inspired by racing game, Forza Horizon 6.
Unveiling to tens of thousands of fans on May 16, ahead of the Forza Horizon 6 release on May 19, the denim jacket collection highlights a commitment to sustainable design and cultural storytelling. Each jacket is crafted from repurposed Japanese selvedge denim and integrates design elements such as cherry blossoms, Mount Fuji and Japanese automotive motifs, bridging heritage, creativity and contemporary fandom.
The use of upcycled materials reflects an intentional effort to extend product life cycles and reduce material waste. Traditional techniques such as sashiko stitching, which are historically used to reinforce and repair garments, further underscores a design philosophy centered on durability, craftsmanship and responsible material use.
By translating a digital gaming experience into a tangible, thoughtfully designed product, the collaboration creates a meaningful connection between fans, cultural heritage and sustainability. It also demonstrates how brand partnerships can integrate environmentally conscious practices into merchandise design without compromising creativity or fan engagement.
This initiative underscores AEG Presents broader commitment to fostering cross-cultural connection while advancing more sustainable approaches to design and production across its live entertainment platform.
