Shambhala’s latest bunny hug update has the community doing a double-take — the festival’s new black hoodie appears to ditch the familiar owl artwork.
The new design keeps things minimal: a small “Shambhala Music Festival” wordmark over the left chest and a handful of sleeve prints, but none of the big owl imagery longtime fans expect. The photo circulating shows a clean, wearable black pullover that leans more street-ready than mascot-forward.
Reaction has been brisk — people who love the festival’s quirky, woodland-y aesthetic are bummed to see the owl go, while others point out the merchandising logic: smaller logos and simpler art make hoodies easier to wear outside of festival weekend, reduce printing complexity, and appeal to a broader audience.
Merch shifts like this aren’t unusual. Festivals often tweak iconography to keep runs fresh, cut costs, or make pieces more versatile. That said, for die-hards the owl carried a lot of vibe, and its absence is being felt.
We’ll keep tabs on future drops — if the owl makes a comeback on a later run or a limited edition, you can bet the community will notice.