Who doesn’t love swag. Don’t even bother answering, because the answer is - no one.
Speaking of, the 2021 GRAMMY Awards are going down this weekend, on Sunday March 14, and while only a select group of individuals get to metaphorically go home with the coveted golden gramophone from the mainly virtual event, the time-honored tradition of performers and presenters receiving the infamous GRAMMY swag bag filled with lavishly extravagant goodies, will once again happen this year.
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Which means Harry Styles, Cardi B, Taylor Swift, Billie Eilish, Dua Lipa, and BTS will be among the music stars receiving the bag of goods. So, what’s in it?
According to swag veteran and Distinctive Assets founder Lash Fary, who has curated the GRAMMY Awards gift bag for the past 22 years, this year the Recording Academy wanted the offerings to focus less on grandeur and more on generosity. Making it the most inclusive and diverse gift bags to-date, "representing companies owned and operated by individuals across race, ethnicity, sexual orientation, gender, age, persons with disabilities and beyond.”
Many of the goods and products inside come from BIPOC-led brands, while others come from corporations that have made philanthropic commitments to relevant causes. For example, bag recipients will find new Ruffles Flamin' Hot BBQ potato chips. Ruffles owner Pepsico recently committed $400 million as part of a five-year plan to advance and support Black communities.
And while in the past the gift bag value is usually shared, this year Fary declined to divulge a number, instead saying that the "real value is that we're elevating and shining a light on these diverse brands." To honor COVID-19 protocols and keep contact at a minimum, the bags will be delivered or mailed to show participants rather than exchanged in a suite, as is typical.
Okay, enough of that, lets get to this year’s goodies which as we’ve covered focus less on grandeur and more on generosity. Keeping in mind there’s like a million things included and it would take forever to detail them all, we’ve chosen a few of the products we have some serious FOMO about. Starting with handmade bath and body products from luxury brand Hotsy Totsy Haus, a company founded by a deaf single mother Christi Leonardi. A high-tech, down-free vegan coat thanks to PETA’s partnership with Save the Duck. Luxury tea essentials from Cup of Té, a tea company founded by Taylor Lindsay-Noel, a disabled Black entrepreneur who was a world-class gymnast in her teens before a life-altering accident. And Unis Brand's 3D-printed sneakers that feature entirely recycled materials like water bottles and refurbished linens.
GRAMMY Awards host Trevor Noah is also represented in the bags via a Bonfire and Trevor Noah Foundation collaboration that features a t-shirt and tote bag set, featuring designs by South African artists. If you feel like pretending you're a swag bag recipient you can cop it yourself on bonfire.com. With 100 percent of proceeds going to the Trevor Noah Foundation in its mission of bringing education to children in South Africa.
"Giving gifts is always a lovely thing, even in the worst of times," Fary shared. "With the coronavirus pandemic, systemic racism and the Black Lives Matter movement, there's so much going on in the world, it would be irresponsible of us to put together a gift bag for a global music event like the GRAMMYs and not acknowledge what's happening in the world. From the outside looking in, it looks like an amazingly fun gift bag, and then when you look closer, it's so heartwarming."
Check out the list of everything else included in the swag bag below:
• Miage transformative skincare
• Prince of Peace Ginger Chews + Honey Crystals
• Tiger Balm Pain Relieving Patches
• GRAMMY Museum COLLECTION:liveTM.
• BACARDÍ Rum
• Baketivity
• Bishology
• BriteBrush GameBrush
• British M
• Canticos
• Chubby Chipmunk
• Cloud Water + Immunity
• Converse Eyewear Collection from Marchon Eyewear
• Cozy Earth
• Exploding Kittens
• frank green
• G-Labs
• Gabriel & Co
• Goldshield
• The Green Garmento
• The Happiness Planner
• Hayley’s Bracelets
• HFactor Hydrogen Water
• HGC Apparel
• Hot Head by Thermal Hair Care
• Karma Nuts
• Masktini
• Music Connection
• No Fine Print
• Change-Maker Village from Once Upon a Blume
• 100 Days Inside
• Oxygenetix
• Purely Elizabeth
• Raise the Standard Apparel
• RH45
• Rita Hazan
• Ruffles
• Signed by McFly
• Soapy Faith
• Soul Shropshire
• T2 Tea
• Tiny Travelers
• Tractive
• Trust Me Vodka
• VALUED 365 Elite Membership
• Wags Cookies
• Whisps Cheese Crisps
WATCH MORE: And the 2021 Grammy nominees are...
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