After Swedish House Mafia returned this past weekend at Ultra Music Festival, closing out the entire festival on Sunday night, we knew something like this was coming. When Axwell, Steve Angello, and Sebastian Ingrosso all showed up wearing newly designed clothes, fans were hoping to get their hands on some of that sweet, sweet swag – especially from brands like Palm Angels.
Well, the site 032518.store just went live, which simply redirects to shop.swedishhousemafia.com, and some unfortunately very lazily designed merch. The new merch features SHM’s iconic three dots and “03 25 18” on the back, with the words “Swedish House Mafia” and “03 25 18” overlaid on the front. Yeah, I guess it fits the branding, but they could have done something much more interesting with the design had they tried.
It also doesn’t help that the website only shows digital renders of the merchandise, not even actual clothing.
Worst of all, the merchandise will only be available until April 2 – for some reason? The exclusivity and limited time factors are sure to attract more people who just want a “part of history,” but at what cost? The shirt will run you £45, and the hoodie £90 (or $63 and $126 respectively). Of course, that doesn’t include shipping.
If you feel like dropping that much money, you can go here. But to us, this seems like more of a cash grab than anything else, which is just disappointing.