By Gary Symons
TLL Editor in Chief
The legendary CBGB nightclub in New York, known as the birthplace of punk and New Wave, has appointed Global Merchandising Services as its worldwide licensing agency.
CBGB was founded in 1973 by Hilly Kristal in Manhattan’s Bowery district, and gave rise to bands such as the Ramones, Blondie, Talking Heads, and Patti Smith Group, and later became a hub for hardcore punk and alternative or ‘alt rock’ acts.
Although the club closed in 2006, its logo and name remain enduring symbols of underground music culture, appearing on everything from T-shirts to film soundtracks.
It’s one of the more interesting licensing partnerships for me, as I’m a big fan of many of the bands that came out of CBGB, and (believe it or not) I was actually a drummer in a punk rock band myself. I played with a band initially called Mrs. Remple (named after our lead guitarist’s math teacher in high school), and later known as Seven Seconds.
Like the bands at the CBGB, we got our start in a very similar nightclub in Vancouver, Canada, called The Smilin’ Buddha, situated on East Hastings Street, the centre of Vancouver’s skid row.
I mention that because in those days, whether in New York or in Vancouver, very few clubs would host a punk rock or alt rock band. In fact, if you didn’t play Top 40 or disco, you couldn’t really play anywhere, unless you rented out a hall or played at the underground ‘booze cans’ that popped up around the city.
Places like the Smilin’ Buddha and CBGB changed that, and gave rise to a global wave of top bands, as well as new clubs that catered to original music, creating a cultural renaissance.
CBGB opened the door to hundreds of bands, with many becoming global stars, including The Ramones, Blondie, Talking Heads, the Patti Smith Group, Television and Dead Boys, and was a home to touring bands like Green Day, Sum 41, Korn and Guns’n’Roses (the latter, perhaps not coincidentally, also repped by Global Merchandising).
Similarly, in Vancouver, it was really only the Smilin’ Buddha that initially hosted our band and others like our label mates The Pointed Sticks, as well as the fantastic alt rock band 54-40, DOA, the Subhumans, and the Payolas, among many others, as well as visiting acts like Jimi Hendrix and Jefferson Airplane.
Bands that played at CBGBs, however, transformed the global music scene, and Global Merchandising is betting that its history as the “Home of Underground Rock” can serve as the foundation for a new era of global brand development.
The deal marks the latest evolution of CBGB as it seeks to extend its cultural legacy beyond live music into branded merchandise, retail, and fashion collaborations. Global Merchandising, which oversees licensing for artists such as Guns N’ Roses, Iron Maiden, and Motörhead, is tasked with spearheading the development of new licensing programs designed to connect with both longtime fans and a new generation of music enthusiasts.
A refreshed CBGB brand program is set to debut in fall 2025, anchored by a newly developed style guide that will inform product design across categories. The rollout will coincide with the CBGB Festival on September 27 in Brooklyn, where fans will see the first wave of new merchandise and apparel collections.
“Our goal is to reimagine CBGB for today while staying true to the raw authenticity that made the club legendary,” said Benny Lindstrom, CEO of Global Merchandising. “This brand resonates worldwide because of its cultural defiance and emotional legacy. Working with partners like John Varvatos, Ed Hardy, and Dixxon allows us to capture that spirit in products that feel both relevant and timeless.”
Among the first licensees announced are several high-profile apparel partners. Designer John Varvatos will unveil an exclusive clothing and accessories line available at his flagship New York store and online. Ed Hardy, known for its bold tattoo-inspired designs, will launch a CBGB-branded collection at the festival and through its e-commerce channels. Flannel brand Dixxon is also preparing a signature line slated for release later in the year.
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Michael Smith, managing partner of CBGB, said the partnerships represent a deliberate effort to leverage CBGB’s reputation as a cultural touchstone.
“CBGB has always been more than a venue,” Smith said. “It is an iconic brand that evokes passion from musicians and music fans alike,” Smith said. “The logo and legacy continue to influence music, fashion, and art. With Global Merch and our apparel partners, we are building a licensing program that honors the past while pushing the brand into the modern music scene.”
The licensing push underscores how heritage music brands are increasingly leveraging fashion and consumer products to sustain relevance in a competitive marketplace. Analysts say collaborations with designers and lifestyle labels can provide authenticity while opening new revenue streams for legacy names.
The announcement comes as anticipation builds for the CBGB Festival, a one-day event presented with The Bowery Presents. The Brooklyn celebration will feature more than 20 acts across three stages, including headliners Iggy Pop — who is performing his first New York show in over a decade — and Jack White.
Some hardcore bands who got their start at CBGB will be there as well, like Gorilla Biscuits and Cro-Mags, along with punk pioneers Johnny Marr, The Damned, and Marky Ramone, and newer bands like The Linda Lindas and Scowl.
The partners say the festival programming will also highlight the brand’s commercial expansion, with immersive installations, exclusive merchandise, and a recreation of the club’s original stage and bar.
And who knows? Maybe the future will see a deal with The Smilin’ Buddha, along with a celebration of the Canadian punk and alt rock scene.
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