LIDL BY LIDL! LIDL RELEASES OASIS INSPIRED JACKET AHEAD OF REUNION TOUR
02.07.2025 | London, UK
Lidl GB
- It’s the biggest reunion tour in history - and now Lidl may have just dropped the most supersonic merch just in time for it too
- Inspired by fanatics of both Oasis and Lidl, the supermarket has released an iconic, limited-edition jacket curated especially for live music experiences
- It comes after front man Liam Gallagher stared in a Berghaus campaign featuring a jacket that fans poked fun at for using Lidl brand colours1
- Unveiled this morning on a mural painted just outside Manchester’s Etihad Stadium - a perhaps familiar looking wonderwall – the jacket is just £30 with features such as cooler pockets and bottle opener
- Fans can head to www.lidlbylidl.co.uk website at 10am Wednesday 9th July, with all proceeds being donated to the NSPCC
2ND JULY, LONDON – All your dreams are made as Lidl has matched one of the most highly anticipated Britpop reunions with the release of an equally iconic, limited-edition ‘Lidl by Lidl’ jacket inspired by Oasis. On sale just in time for the reunion tour and curated for electric live music experiences, it offers fans the ultimate rock n roll star look to wear to the gigs.
Finally giving social media the ‘Lidl by Lidl’ jacket it demanded in response to Liam Gallagher’s Berghaus campaign1, the new jacket features two built-in drink cooling pockets to stop roadies getting warm – especially fitting for a cold can of Lidl’s Freeway or award-winning Perlenbacher Pilsner2 (£1.19, 500ml). And it doesn’t stop there – as the zipper doubles as a bottle opener, too.
Complete with a Lidl by Lidl badge on the sleeve in the nation’s most iconic supermarket colours, it also comes with a tambourine for spontaneous jam sessions. This isn’t just a jacket… it’s a backstage pass to the ultimate party.
Set to build on Lidl’s previous merch collections that have become so culturally iconic one flies off the shelf every two seconds3, Britpop and Lidl fans alike can get their hands on the Lidl jacket for just £30 to celebrate 30 years of Lidl GB & the release of Oasis’s debut studio album ‘Definitely Maybe’.
All fans need to do is head to www.lidlbylidl.co.uk at 10am Wednesday 9th July. Lidl is going the extra mile and donating all proceeds from the jacket launch to its charity partner, the NSPCC.
This morning, Lidl unveiled the jacket via a 30ft wonderwall in the Gallagher boys’ hometown just outside Manchester’s Etihad Stadium – a site may be familiar to some beady-eyed streetwear stans who may recognize the inspiration for the mural4. Part of its masterplan, fans can drop by and see it in action ahead of Oasis’ Manchester shows.
The supersonic release for the Oasis tour is the latest in a string of comedic interactions between Lidl and Oasis front man, Liam Gallagher. Liam and the supermarket sent social media into meltdown after he posted that he would “Gig in Lidl”5 in the midst of uncertainties around his Co-op Live arena shows, leading the supermarket to commemorate the gig that ‘almost was’ with a blue plaque at its Newton Heath store6.
And then - last year - fans set the internet alight poking fun at a Berghaus campaign that starred the singer wearing a jacket suspiciously similar to its brand colours1 - asking if it was a “collaboration with Lidl?”7 and others commenting “Lidl by Lidl!”7.
Joanna Gomer, Marketing Director at Lidl GB says of the campaign “In celebration of one of the biggest reunion tours for music & culture, we wanted to give consumers ‘everything they ever dreamed of’ and create something iconic. With Oasis’s ‘Definitely Maybe’ album and Lidl GB both marking 30 years, this jacket taps into the love the nation has not only for Lidl fashion, but also our brand and the band.
Whether heading to a gig, or for those that want to look ‘supersonic’ at the supermarket, we have created something fun, functional, and full of character, just like the music that inspired it. The ‘Lidl by Lidl’ jacket is more than just merch – it’s a tribute to our fans, the moments, and the memories that have defined the last three decades.”
For those who miss out on the jackets, calm down, calm down and don’t look back in anger, Lidl will be giving away the ultimate duo of Britpop accessories - a branded bucket hat and pair of Lidl aviators, available on the website for free.
END
Notes to Editors
Press contact: lidl@wearetheromans.com
GB residents: www.lidlbylidl.co.uk
Ireland and Northern Ireland residents: www.lidlbylidl.com
3Lidl GB Internal Sales Data, June 2025
5 https://x.com/liamgallagher/status/1785935569215685016?lang=en-GB
6 https://www.bbc.co.uk/news/articles/c6ppj686n7wo
7 https://url.uk.m.mimecastprotect.com/s/MWzyCx1DRtLo4XQs8fviyDjbn?domain=instagram.com
About Lidl
Lidl is a part of the Schwarz Group with headquarters in Neckarsulm, Germany, and is one of the leading food retailers in Germany and Europe. Lidl currently operates around 12,350 stores and more than 220 goods distribution and logistics centers in 31 countries and employs around 375,000 people.
At Lidl, we value an optimal price-performance ratio for our customers. Simplicity and process orientation determine the daily activities in the stores, the regional distribution centers and the national headquarters.
Lidl takes responsibility for people, society and the environment in its daily activities. For Lidl, sustainability means fulfilling its quality promise anew every day.
Performance, respect, trust, grounded and belonging are Lidl's corporate values, which are at the heart of our corporate culture, shape our daily actions and form the basis for our entrepreneurial success.
Lidl achieved store sales of 125.5 billion euros in fiscal year 2023. The companies in the Schwarz Group generated total sales of 167.2 billion euros in fiscal year 2023.
Find out more
