Centric Brands Partners with Palm Tree Crew for New Apparel Line

Palm Tree Crew is about to expand its already-sizable reach. The Miami-based entertainment, hospitality and investment company founded by Kyrre Gørvell-Dahll, the Norwegian record producer better known as DJ Kygo, and his manager Myles Shear, has inked a deal with Centric Brands to create an apparel and accessories collection sporting Palm Tree Crew’s popular logo and branding. The collection will debut for fall. In September, Palm Tree Crew received $20 million in series B funding from WME Group, valuing the company at $215 million. Since its founding in 2020, it has hosted dozens of festivals around the U.S. as well as overseas in Saint-Tropez and Sardinia. In 2025, it opened a beach club in Las Vegas, a hotel and club in Miami, and clubs in Kansas City and Orlando. “This past year proved the power of Palm Tree Crew as both a global festival platform and a growing hospitality company, from expanding to new markets to forging cultural partnerships with world-class brands,” said Michael Diaz, chief executive officer of Palm Tree Crew, at the time the funding was revealed. Diaz said last week that the deal with Centric is a joint venture intended to accelerate Palm Tree Crew’s mission to “create cultural moments and bring people together.” Right now, Palm Tree Crew offers a collection of fan-skewed apparel on its website that is also sold at its properties and live events — hats, sweatshirts, T-shirts, hoodies, shorts, polos, rugbys and similar products. Its collaborations with Head for tennis gear, Malbon for lifestyle product, Puma Golf for golf merchandise and the Miami Marlins for hats and Ts are also available on the site. Diaz said Palm Tree Crew has been approached in the past by other companies wanting to license its name, but has been very selective in choosing partners. It chose Centric for the apparel manufacturer’s operational capabilities. “We’re going to be building our physical product in a thoughtful way,” he said. The New York-based Centric licenses more than 100 brands in men’s, women’s and children’s apparel and accessories, beauty and entertainment. They include include Joe’s Jeans, All Saints, Coach, Michael Kors and a wide range of others. In recent months Centric has been building a luxury, sports and emerging brands platform under the direction of president Andrew Berg. This division includes Robert Graham, Averix, Off-White, Favorite Daughter, Jennifer Fisher, Game 7 and others. “Over the past year, we’ve been partnering with founders and creators to bring operational excellence for them to grow their businesses,” Berg said. He pointed to Palm Tree Crew’s “cultural gravity and authenticity that is rooted in music, community and culture.” Diaz added: “Palm Tree Crew has always been about creating culture and bringing people together, historically around live events, hospitality, experiential moments. And the opportunity to truly partner with Centic through a joint venture and work hand-in-hand to build the apparel merchandising arm of Palm Tree is really exciting for us.” Under the terms of the deal, Centric will design and sell the collection while Palm Tree Crew will market it to its legions of fans. David Helwani, executive vice president of Centric’s sports, entertainment and culture division, said that the fall collection will center around core products while “sprinkling in” some fashion. Although pricing has not been finalized, it will be higher than a lot of the other festival-style wear available in the market, retailing for what he described as “premium aspirational, yet attainable.” “Our festivals take place in high-end markets like Aspen and Santa Barbara, the Hamptons, Saint-Tropez, St. Barths, Sardinia,” Diaz said. “So our customer is very different from the traditional festival goer.” Palm Tree hosts around a dozen festivals a year. The plan is to sell the Centric-produced collection on the Palm Tree site as well as to department and specialty stores “who will really partner with us,” Helwani said, by hosting activations and pop-ups to draw traffic. Berg said Centric will undertake a “three-tiered approach” to sales: DTC, department and specialty stores and “a modern way of selling,” by embracing live selling on TikTok and other platforms “that will meet the customer where they are today.” He concluded: “Culture and music and entertainment are shaping consumer behavior and purchasing intent, and this joint venture really sits at the intersection of that.”