Im Love Here To Help You Shirt
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Dua Lipa and Callum Turner at Glastonbury. Unlike other festivals that welcome commerciality, Glastonbury famously doesn’t allow brand activations from any that’s not an official partner. “Glastonbury is very strict on who they sign off. They only have a couple of brands each year. It’s always brands that really align with what they do, like Barbour,” Delaney says. Some brands are lucky. SPF label Green People was approached by the British festival last year, and will be the official SPF partner for 2025, delivering 1,000 litres of SPF to be dispensed onsite (for free) across 38 locations. To secure the deal, however, they had to run organisers through the sustainability credentials and ethics of the business, to make sure it aligned with Glastonbury’s values, says marketer Jasmine Powell of JP Agency, who helped secure the deal. “They liked that [Green People] are an independent British brand. And the product had to be ocean friendly and dermalogically tested with no petrochemicals.” Green People started working on the project in October, Powell says. “We had to literally design five-litre bottles to minimise waste and to make sure that we were still being responsible. We had to do stability testing of the containers in [the Green People] factory for three months.”Im Love Here To Help You Shirt
For other brands who aren’t lucky enough to be chosen, all is not lost. Many mainstream labels from Hunter to Depop have found ways to align with Glastonbury in the past, via offsite activations and gifting creators. Examples include Hunter, which often activates with free ticket giveaways or nearby activations, like a welly-cleaning service at the train station for festival-goers to use en route home; or Benefit Cosmetics, which set up drive-thru brow and beauty bars also visible en route to the festival last year. When it comes to gifting, as long as brands and creators don’t tag @Glastonbury or mention the festival in their content, they can still post about brands during the event. And because it’s so world renowned, brands still benefit from its cultural impact even without directly linking to it.
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