{"title":"NEW GEAR","description":"","products":[{"product_id":"2025-loteria-event-tee","title":"2025 LOTERIA EVENT TEE","description":"\u003cp\u003eAvailable in Natural. Screen Printed on Staple Tee.\u003c\/p\u003e\n\u003cp\u003eDressed by \u003ca href=\"https:\/\/ascolour.com\/\" rel=\"noopener\" target=\"_blank\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e","brand":"Official SXSW 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Embroidered on Access Cap.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eMid profile - six panel cap, curved peak.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eStructured snapback cap with a contoured crown, plastic snapback, eyelets, tonal under-peak lining.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eOne size fits all.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eDressed by \u003ca href=\"https:\/\/ascolour.com\/\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Default Title","offer_id":44081440686271,"sku":"SX25H02","price":36.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/FLOWERHAT_13e99c08-261b-4233-bd50-9ea8670b060a.jpg?v=1740191607"},{"product_id":"flower-dad-hat-preorder-copy","title":"LOGO DAD HAT IN BLACK","description":"\u003cp\u003e\u003cspan\u003eAvailable in Black. \u003cmeta charset=\"utf-8\"\u003eEmbroidered on Access Faded Cap.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eLow profile - six panel cap, curved peak\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eAdjustable fastener with metal clasp, tonal under-peak lining.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eOne size fits all.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eDressed by \u003ca href=\"https:\/\/ascolour.com\/\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Default Title","offer_id":44081441079487,"sku":"SX25H03-BLK","price":36.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/DAD_HAT_IN_BLACK.jpg?v=1740189812"},{"product_id":"logo-dad-hat-in-blue-preorder","title":"LOGO DAD HAT IN BLUE","description":"\u003cp\u003eAvailable in Faded Midnight. \u003cspan\u003eEmbroidered on Access Faded Cap.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan style=\"font-family: -apple-system, BlinkMacSystemFont, 'San Francisco', 'Segoe UI', Roboto, 'Helvetica Neue', sans-serif; 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Embroidered on Class Two-Tone Cap.\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eMid profile - five panel cap.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eContrast dome, plastic snapback, flat contrast peak, tonal eyelets.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eOne size fits all.\u003c\/span\u003e\u003cbr\u003e\u003cmeta charset=\"utf-8\"\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eDressed by \u003ca href=\"https:\/\/ascolour.com\/\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Default Title","offer_id":44081447665855,"sku":"SX25H06","price":36.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/twotonehat.jpg?v=1740191161"},{"product_id":"red-two-tone-hat-preorder-copy","title":"CORDUROY SIGNATURE HAT","description":"\u003cp\u003eAvailable in Petrol Blue.\u003c\/p\u003e\n\u003cp\u003e\u003cspan style=\"font-family: -apple-system, BlinkMacSystemFont, 'San Francisco', 'Segoe UI', Roboto, 'Helvetica Neue', sans-serif; font-size: 0.875rem;\"\u003e\u003cmeta charset=\"utf-8\"\u003e \u003cspan\u003eMid profile - unstructured six panel cap, flat peak. Embroidered on Class Cord Cap.\u003c\/span\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan style=\"font-family: -apple-system, BlinkMacSystemFont, 'San Francisco', 'Segoe UI', Roboto, 'Helvetica Neue', sans-serif; font-size: 0.875rem;\"\u003e\u003cspan\u003eAdjustable fastener with metal clasp, tonal under-peak lining.\u003c\/span\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan style=\"font-family: -apple-system, BlinkMacSystemFont, 'San Francisco', 'Segoe UI', Roboto, 'Helvetica Neue', sans-serif; font-size: 0.875rem;\"\u003e\u003cspan\u003eOne size fits all\u003c\/span\u003e.\u003c\/span\u003e\u003cmeta charset=\"utf-8\"\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eDressed by \u003ca href=\"https:\/\/ascolour.com\/\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Default Title","offer_id":44081449271487,"sku":"SX25H07","price":36.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/bluecorduroysignaturehat.png?v=1740191357"},{"product_id":"label-cable-beanie-in-red-preorder","title":"LABEL CABLE BEANIE IN RED","description":"\u003cp\u003eAvailable in Red. Embroidered tag on Cable Beanie.\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eFitted, fisherman style, wide ribbed knit.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eOne size fits all\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eDressed by \u003ca href=\"https:\/\/ascolour.com\/\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Default Title","offer_id":44081454678207,"sku":"SX25H08-RED","price":36.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/redbeanie_027d9a87-8efd-4bf7-81cb-ae0f98d87e86.jpg?v=1740521870"},{"product_id":"label-cable-beanie-in-blue-preorder-copy","title":"LABEL CABLE BEANIE IN BLUE","description":"\u003cp\u003eAvailable in Petrol Blue. \u003cmeta charset=\"utf-8\"\u003e\u003c\/p\u003e\n\u003cp\u003eEmbroidered tag on Cable Beanie.\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eFitted, fisherman style, wide ribbed knit.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eOne size fits all\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eDressed by \u003ca href=\"https:\/\/ascolour.com\/\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Default Title","offer_id":44081455530175,"sku":"SX25H08-BLU","price":36.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/bluebeanie.jpg?v=1740521818"},{"product_id":"green-distressed-rope-hat-preorder","title":"GREEN DISTRESSED ROPE HAT","description":"\u003cp\u003eAvailable in A\u003cspan\u003ermy\/White\u003c\/span\u003e. Screen Printed on Nylon Surf Rope Cap.\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eMid profile - snapback cap.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eSingle panel at front, plastic snapback, tonal under-peak lining, mesh structure support.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eContrast matt nylon rope at front of crown.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eOne size fits all.\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eDressed by \u003ca href=\"https:\/\/ascolour.com\/\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Default Title","offer_id":44081456644287,"sku":"SX25H09","price":36.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/distressedgreenhat.jpg?v=1740192072"},{"product_id":"horseshoe-hat-preorder","title":"HORSESHOE HAT","description":"\u003cp\u003eAvailable in Camel. Embroidered on Surf Cap.\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eMid profile - unstructured snapback.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eSingle panel at front, quick dry fabric, plastic snapback, tonal under-peak lining.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eOne size fits all\u003c\/span\u003e\u003cbr\u003e\u003cmeta charset=\"utf-8\"\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eDressed by \u003ca href=\"https:\/\/ascolour.com\/\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Default Title","offer_id":44081457266879,"sku":"SX25H10","price":36.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/horseshoecamelhat.jpg?v=1740192215"},{"product_id":"armadillo-trucker-preorder","title":"ARMADILLO TRUCKER","description":"\u003cp\u003eAvailable in Walnut\/Black. Embroidered patch on Stock Contrast Trucker.\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eHigh profile - snapback cap, flat peak.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eContrast mesh back, plastic snapback, tonal under-peak lining.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eOne size fits all\u003c\/span\u003e\u003cbr\u003e\u003cmeta charset=\"utf-8\"\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eDressed by \u003ca href=\"https:\/\/ascolour.com\/\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Default Title","offer_id":44081458315455,"sku":"SX25H11","price":36.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/truckerarmadillo.jpg?v=1740193003"},{"product_id":"mixtape-tee-copy","title":"2026 EVENT TEE","description":"\u003cp\u003eRemember the 2026 event in style with the official commemorative tee showcasing our beloved artwork by New York artist Josh Cochran.  A cute dog sits close to your heart on the front of the tee while the back displays a scavenger hunt of fun SXSW characters\u003c\/p\u003e\n\u003cp\u003ePremium blanks by \u003ca href=\"https:\/\/ascolour.com\/\" rel=\"noopener\" target=\"_blank\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003eAvailable in Ecru. \u003cmeta charset=\"utf-8\"\u003eScreen Printed on Staple Minus Tee [-2\"]\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003eNew 2026 merchandise expected to ship in 1-2 weeks. \u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Small","offer_id":45216482132159,"sku":"SX26M01-S","price":40.0,"currency_code":"USD","in_stock":true},{"title":"Medium","offer_id":45216482164927,"sku":"SX26M01-M","price":40.0,"currency_code":"USD","in_stock":true},{"title":"Large","offer_id":45216482197695,"sku":"SX26M01-L","price":40.0,"currency_code":"USD","in_stock":true},{"title":"XLarge","offer_id":45216482230463,"sku":"SX26M01-XL","price":40.0,"currency_code":"USD","in_stock":true},{"title":"2XLarge","offer_id":45216482263231,"sku":"SX26M01-2XL","price":40.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/eventback_e825dd5a-82d2-4166-9ad0-ebc8052ca624.jpg?v=1772470167"},{"product_id":"2026-event-tee-copy","title":"2026 FILM \u0026 TV TEE","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003ePremium blanks by \u003c\/span\u003e\u003ca href=\"https:\/\/ascolour.com\/\" rel=\"noopener\" target=\"_blank\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e\n\u003cp\u003eAvailable in Mineral. \u003cmeta charset=\"utf-8\"\u003eScreen Printed on Staple Tee\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003eNew 2026 merchandise expected to ship in 1-2 weeks. \u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Small","offer_id":45216488882367,"sku":"SX26M02-S","price":40.0,"currency_code":"USD","in_stock":true},{"title":"Medium","offer_id":45216488915135,"sku":"SX26M02-M","price":40.0,"currency_code":"USD","in_stock":true},{"title":"Large","offer_id":45216488947903,"sku":"SX26M02-L","price":40.0,"currency_code":"USD","in_stock":true},{"title":"XLarge","offer_id":45216488980671,"sku":"SX26M02-XL","price":40.0,"currency_code":"USD","in_stock":true},{"title":"2XLarge","offer_id":45216489013439,"sku":"SX26M02-2XL","price":40.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/Filmtee-front.png?v=1772471631"},{"product_id":"2026-sxsw-edu-tee","title":"2026 SXSW EDU TEE","description":"\u003cp\u003eAvailable in Lapis. \u003cmeta charset=\"utf-8\"\u003eScreen Printed on Staple Tee\u003c\/p\u003e\n\u003cp\u003ePremium blanks by \u003ca href=\"https:\/\/ascolour.com\/\" rel=\"noopener\" target=\"_blank\"\u003eAS Colour.\u003c\/a\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003eNew 2026 merchandise expected to ship in 1-2 weeks. \u003c\/p\u003e","brand":"Official SXSW Merchandise","offers":[{"title":"Small","offer_id":45216660783295,"sku":"SX26M03-S","price":40.0,"currency_code":"USD","in_stock":true},{"title":"Medium","offer_id":45216660816063,"sku":"SX26M03-M","price":40.0,"currency_code":"USD","in_stock":true},{"title":"Large","offer_id":45216660848831,"sku":"SX26M03-L","price":40.0,"currency_code":"USD","in_stock":true},{"title":"XLarge","offer_id":45216660881599,"sku":"SX26M03-XL","price":40.0,"currency_code":"USD","in_stock":true},{"title":"2XLarge","offer_id":45216660914367,"sku":"SX26M03-2XL","price":40.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0302\/9057\/5404\/files\/edu.png?v=1772471693"},{"product_id":"play-dead-tee","title":"RATTLER DISCO TEE","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003ePremium blanks by \u003c\/span\u003e\u003ca href=\"https:\/\/ascolour.com\/\" rel=\"noopener\" target=\"_blank\"\u003eAS Colour.\u003c\/a\u003e\u003cbr\u003e\u003cbr\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cstrong\u003eGET THIS TOP SELLING SHIRT NOW AVAILABLE FOR PREORDER - SHIPS IN APRIL\u003c\/strong\u003e\u003cbr\u003e\u003c\/p\u003e\n\u003cp\u003eAvailable in Black Stone. \u003cmeta charset=\"utf-8\"\u003eScreen Printed on Stone Wash Heavy Tee\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e","brand":"Official SXSW 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