Over the past decade, The Weeknd has become not just a chart-topping musical icon but also a powerful force in fashion and streetwear. His signature sound—moody, Stussy seductive, and genre-defying—has translated seamlessly into a visual brand that fans worldwide have embraced. From his early days in Toronto’s underground scene to international superstardom, The Weeknd’s merchandise (widely known as XO merch) has evolved into a cultural statement. But what makes The Weeknd’s merch so unique, and why has it become such an integral part of his brand identity?
Let’s explore the world of The Weeknd merch, from its origins to its influence on music, fashion, and fan culture.
Origins of XO and The Weeknd’s Visual Identity
Before diving into the merch itself, it’s important to understand the XO brand. “XO” originally began as a collective name for The Weeknd and his close collaborators, including producers and creative directors. While fans have speculated on the meaning (some say it stands for “hugs and kisses,” others suggest it refers to drugs—ecstasy and oxycodone), The Weeknd has left it largely undefined, allowing it to grow organically into a symbol of his aesthetic.
From early mixtapes like House of Balloons to Grammy-winning albums like After Hours, The Weeknd has always curated a strong visual narrative. Dark imagery, neon hues, gothic fonts, and cinematic influences (especially from the 1980s) shaped his aesthetic. These elements became central to his merchandise.
Aesthetic & Style: Dark Romance Meets Streetwear
The Weeknd merch is known for blending moody visuals with minimalist streetwear elements. Black is a dominant color in almost all collections, often accented with bold reds, whites, or neon greens. The aesthetic draws on themes of heartbreak, excess, mystery, and rebellion—mirroring his lyrical themes.
Design elements commonly found in XO merch include:
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The iconic XO logo
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Gothic and Old English typography
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Portraits and stylized imagery of The Weeknd
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References to album themes (like the bloodied red suit from After Hours)
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Limited-run slogans and catchphrases
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Nods to pop culture, horror films, and the 1980s
This fusion creates a brand that feels both luxurious and underground—something accessible to fans but exclusive enough to feel like high fashion.
Collaborations That Made an Impact
The Weeknd’s merch empire got a significant boost through several high-profile collaborations. These include:
1. PUMA x XO
This was one of The Weeknd’s first major fashion collabs. The PUMA x XO collection debuted in 2017 and blended military-inspired aesthetics with urban streetwear. Bomber jackets, camouflage prints, and high-top sneakers gave fans a new, fashion-forward way to support their favorite artist.
2. H&M
In 2017, The Weeknd teamed up with H&M for a more accessible streetwear line. While it received mixed reactions, it brought XO to a global retail stage, allowing fans to buy branded clothes in physical stores across the world.
3. Roots Canada
The Weeknd partnered with Canadian heritage brand Roots for a limited-edition line celebrating his Canadian roots. The collection emphasized comfort, quality, and national pride—a nostalgic nod to his hometown of Toronto.
4. Marvel x XO
For comic book lovers, the Marvel x XO collaboration was a dream come true. This limited run featured superhero-themed graphics combined with The Weeknd’s “Starboy” alter ego. It celebrated both fandoms with creative, bold designs.
5. After Hours & Dawn FM Drops
The After Hours era introduced the red suit, gloves, and bruised face look that became iconic. The merch followed suit, literally, with blood-spattered visuals and surreal, horror-inspired designs. The Dawn FM era, in contrast, offered ethereal, digital visuals—mirroring the shift in his sound and persona.
Limited Drops & Hype Culture
Like many artists who bridge fashion and music, The Weeknd leverages hype culture to drive merch sales. Most collections are limited drops, available only for a short window or until they sell out. This creates urgency among fans and collectors, who often line up (virtually or physically) to grab a piece of the latest drop.
By limiting availability, The Weeknd taps into the same exclusivity model used by brands like Supreme and Yeezy—blurring the line between traditional merch and high-demand fashion.
Prices and Availability
The Weeknd merch ranges from affordable to premium. T-shirts typically start around $35–$50, while hoodies and jackets can range from $80 to $200 or more, especially for collaborative or limited edition items. Vinyl records, posters, and accessories like beanies and socks are also part of the product line, giving fans multiple ways to show support without breaking the bank.
Merch is primarily available through The Weeknd’s official website, especially during album cycles and tours. Pop-up shops and special collaborations sometimes appear in major cities, offering an immersive brand experience.
The Weeknd Merch and Fan Identity
For many fans, wearing XO merch is about more than music. It’s about belonging to a community that resonates with The Weeknd’s themes—loneliness, fame, heartbreak, introspection, and redemption. It reflects a certain mood, attitude, and taste in both music and fashion.
In a way, The Weeknd’s merch acts as wearable art. Each era tells a story, and the clothes become part of that narrative. Fans who wear a Trilogy-era hoodie or an After Hours tee aren’t just showing support—they’re aligning themselves with a moment in music history.
Sustainability & The Future
As fans and artists become more environmentally conscious, there’s a growing demand for ethically produced merch. While The Weeknd hasn’t made major sustainability commitments yet, there’s room for growth. Collaborating with eco-friendly brands or offering recyclable packaging could be the next evolution for XO’s merchandise.
Additionally, with the rise of digital fashion and NFTs, it’s possible we could see The Weeknd venture into virtual merchandise. Imagine exclusive skins or outfits in the metaverse, or AR-enabled merch that comes to life through an app.
Final Thoughts
The Weeknd merch is more than just concert souvenirs—it’s an extension of his artistry. Every design, collaboration, and limited drop is part of a larger narrative he’s building through The Weeknd Merch music, fashion, and visual storytelling. Whether you’re a die-hard XO fan or a casual listener, there’s no denying the cultural weight his merchandise carries.
In a world where music and style are more interconnected than ever, The Weeknd stands as a prime example of how to do it right. His merch isn’t just something you wear—it’s something you live.
