Justin Bieber has taken it too far with his tour merchandise

Today is the day. No, sorry. Today is the day. In Seattle they’ll look back and say, that was the day that Justin Bieber’s Purpose world tour began. They’ll puff out their cheeks and shake their heads when they say that, such is the historic import of it all. After all, for months now Justin Bieber’s music, and his redemption, has been one of the biggest stories in the world.

Then they’ll ask another question -Justin, hun, did you take it too far with your tour merchandise?

Just have a look at this stuff:

The merch is a massive departure from what we’ve seen from Bieber in the past. It’s post-industrial, urban, apocalyptic. He’s come along way from that purple hoodie hasn’t he?

“We wanted to obviously continue to communicate to JB’s core fan base, but also appeal to his new followers,” a source close to the singer’s camp told Complex. “We wanted to make something they would wear and stuff [Justin] would wear, too. We believe JB’s story of redemption and purpose is bigger than what’s happening currently in culture, and we wanted to create something that would complement his message.”

That’s just a long-winded way of saying Bieber’s marketing people are well aware that his audience has changed:

Justin Bieber tour will have an audience of 12 year old's screaming we love you & 20 year old men fucked off Ket shouting lets fuckin av it

— That 3/10 fat Kid (@LBrownjohn) December 16, 2015

Be weird for justin bieber to do his tour and instead of 13 year old girls its gunna be 19 year old lads on Ket in Armani trackies

— Harry (@HarryKing96) December 10, 2015

Justin Bieber at V fest catch me wading through the crowds of ket heads and 15 year old girls to get barrier

— josh (@joshwaard) February 20, 2016

Justin’s merch will be available at PURPOSETOURMERCH.COM and at the shows.