USHER: Past Present Future

02 April 2025 - Press release

USHER unveils his exclusive tour merch pop-up at Selfridges London available 31st March – 11th April

 

To celebrate USHER's London residency for his Past Present Future Tour at The O2 in London, the global entertainment icon has launched a special merchandise collection available exclusively at Selfridges London located on the first floor.

The multi-platinum, 8-time GRAMMY award-winning artist has created a limited-edition collection featuring classic streetwear styles, including hoodies, T-shirts, and caps. Each piece showcases bold graphics that combine images of Usher, the Union Jack, British currency, his iconic "U" logo, and the tour dates.

On Monday 31st March, USHER delighted hundreds of fans who attended the launch, with several lucky fans joining him for a meet and greet. USHER was then joined by Kenya Hunt, editor-in-chief of ELLE UK, for an in store Q&A which saw the star speak about his 30 year career, his love of fashion and the collaborations with several designers on his current tour. 

The in store design of USHER’s exclusive pop-up at Selfridges is a seamless extension of the Past Present Future tour’s aesthetic, drawing inspiration from the striking visual identity of the tour admat while elevating it even further. It encapsulates the essence of the show whilst paying homage to the behind-the-scenes world of touring itself. Think sleek, contemporary interpretations of road cases, backstage access elements, and wardrobe storage - each detail reflecting the movement, precision, and artistry that define a world-class tour by a world-class artist. The result is a refined yet immersive experience, blending the raw energy of life on the road with a modern and minimalist edge.