Elijah Woods
Crafting merch with soul.
Elijah Woods is a Canadian songwriter, producer, and solo artist. He's built an audience of over 1.7 million on TikTok, operates entirely on his own terms, and has the kind of dedicated fanbase that follows an artist – not just a sound.
Studio 44 – a longtime HRVST client – brought us in to design merch for two of Elijah's Asia tours in 2024 and 2025.
Services
– Brand building
– Digital experiences
– Content & production
– Design
The ask.The first brief came in ahead of Elijah's debut headline tour – the “ilu 24/7, 365” tour – a spring 2024 run of dates spanning Jakarta, Singapore, Kuala Lumpur, Bangkok, Hong Kong, Manila, Tokyo, Taipei, Shanghai, and Seoul. The pieces had to feel like something fans would actually want to wear after the show – not just proof they were there.
A year later, Elijah booked a second run of dates: the “Give Me the Sunlight!” tour. They came back for round two with a larger scope and the same goal – a bigger collection, built to the same standard.
The strategy.For the 2024 collection, the direction came into focus early. Elijah's existing creative world – his artwork, his social presence, his branding – already leaned into handwritten elements, expressive typography, and a personal, almost intimate visual language. The strategy wasn't to reinvent that, it was to amplify it. Each piece was designed to feel like a natural extension of who he is as an artist – the kind of merch that makes sense on the hanger and even more sense on the person wearing it.
The 2025 collection built on what worked and pushed the language further. Anchored around the Give Me the Sunlight tour identity, the designs drew from a 70s vintage concert tee aesthetic – warm, sun-drenched, and deliberately tactile. Hand-drawn illustration, distressed texture, and a palette pulled directly from the tour poster gave the collection a cohesive feel from piece to piece. The VIP-exclusive pushed furthest, designed to feel genuinely special rather than just a tier upgrade.
Across both drops, the guiding principle was the same: make pieces that belong in a wardrobe, not a drawer.
The solution.What started as a merch brief grew into a full creative system across two separate tours. Both collections stood on their own while sharing a visual sensibility that tied back to Elijah's broader aesthetic – handmade, expressive, design-aware. Whether a fan picked up a piece in Manila or Seoul or Tokyo, they were getting something that felt intentional. And yeah – both collections sold out.
Two tours. A repeatable process. And merch worth keeping long after the shows wrapped.
“
Easy peasy – you guys crushed. Thank you so much for the quick turnaround. Stoked!
– ELIJAH WOODS