Selfridges now sell Black Sabbath’s merchandise – but only in Birmingham

An immersive fan experience and a unique merchandise collection will debut exclusively at the Birmingham location of the U.K. to commemorate Black Sabbath‘s last performance, “Back To The Beginning,” on July 5 at Villa Park in Birmingham, UK. chain of department stores called Selfridges. In a continuation of his city-wide homage to the band, local artist Daniel Russell-Ahern, better known as Mr Murals, will construct artwork live within the Birmingham store’s windows over seven days, unfolding in real-time for visitors to witness. In addition to band memorabilia and gift options, the limited-edition Black Sabbath line includes jackets, hoodies, t-shirts, and accessories. Among the exclusive items are joint ventures with modern British artist Mason Newman, the Italian luxury brand Moschino, the American outerwear company Alpha Industries, the L.A. streetwear label Babylon LA, and Vanson Leathers, which will sell extremely limited leather jackets signed by Ozzy Osbourne. The Black Sabbath crew collaborated closely with Bravado, the top artist merchandising and lifestyle brand in the world, to develop this exclusive fan experience at Selfridges. Inspired by the band’s history and visual identity, the exclusive merchandise pop-up at Selfridges, which is open until July 21, is an immersive extension of the Black Sabbath universe. The area will allow fans to snap photos against a metal-covered wall that features the band’s recognizable “Henry” logo, which is illuminated by neon lights and shown in purple and black. The movie “The End” will be shown on a digital screen. A six-meter-wide portrait of the original Black Sabbath lineup, which includes Ozzy Osbourne, Tony Iommi, Geezer Butler, and Bill Ward, as well as a large-scale Black Sabbath logo, will be displayed in the two Selfridges windows across levels two and three.

I’m honored to take part in the celebration of Black Sabbath’s rich musical roots with such a unique piece of artwork right in the heart of Birmingham. Nothing compares to painting live within your own community and I’m very excited to have my work on display at Selfridges. Mr Murals

We’re so excited for this partnership and what it means not only for Black Sabbath and Ozzy fans but fans of music, as we celebrate a genre that was born in the city. We look forward to welcoming fans old and new in anticipation of one of summer’s biggest musical moments to discover more about the amazing legacy of Black Sabbath in Birmingham.

Sam Watson, Selfridges Birmingham store director

Black Sabbath’s’s legacy is woven into the fabric of rock history, and bringing this exclusive fan experience to life in their hometown as they celebrate their final show is a true honor. We found the perfect partner in Selfridges, who realized right away that this was a chance to create something special for fans beyond just selling merch. It’s a tribute to the band’s enduring influence and a chance for fans to connect with their story in a powerful, immersive way. Matt Young, Bravado president