Licensing agencies Perryscope and Epic Rights have been named to jointly manage a global program for the fabled Woodstock brand, which celebrates its 45th anniversary in August.  

“The festival supercharged the careers of many great music artists including Jimi Hendrix, The Who, Santana, Janis Joplin, Sly and The Family Stone and Crosby, Stills, Nash & Young. The spirit of Woodstock lives on in fashion and attitude across generations and beyond borders,” says Dell Furano, chief executive officer, Epic Rights. “Woodstock was the catalyst for a musical and cultural explosion around the globe that continues to resonate with musicians and music lovers worldwide. It’s that essence of Woodstock that we’re looking to capture and share.”

Woodstock Ventures, the firm that produced the Woodstock music festival in 1969 and owns the related intellectual property, appointed the two companies.

“We believe this partnership will move Woodstock forward in a relevant and deserving way that respects the history and culture of the brand,” says Joel Rosenman, vice president; Michael Lang, partner; and Jen Roberts, partner (and daughter of original Woodstock co-producer John Roberts), Woodstock Ventures, in a joint statement. “At Woodstock, the gathering changed our lives, the music changed the world, and, through this new partnership, we intend to continue to be a force for positive change.” 

Perryscope and Epic Rights will oversee a series of global initiatives that will be designed to reflect the Woodstock legacy and lifestyle. The program will be fashion-driven, reflecting the ongoing trend of natural and homegrown products. It will include apparel, accessories, home goods and stationery.

The Woodstock program will also be supported by new social media and e-commerce platforms created to engage current fans and introduce the brand to younger generations. The e-commerce site, called the Woodstock General Store, is already live and features a curated selection of apparel, accessories, specialty and lifestyle products, many originally produced for the platform.

“Woodstock has remained a classic brand over the decades. There have been both a consistent presence and an ongoing expansion of the brand thanks to the many licensees engaged with it,” says Norman Perry, co-founder, Perryscope. “Woodstock made a global cultural impact, awakening the world to the power of music, community and respect for nature. We look forward to working with Dell and the Epic Rights team to continue to deliver the brand’s message to new generations.”