Taylor Swift Eras Tour merch shop opens at Wembley as hundreds queue up ahead of London shows

There were long queues as the merchandise store for Taylor Swift's Eras Tour opened on Wednesday morning

The Taylor Swift Eras Tour merchandise store has opened at Wembley Stadium today (Wednesday, June 19), two days ahead of the pop star's first show in London. The merchandise is being sold at the 'Taylor Swift merchandise megastore' on First Way, at the junction with Engineers Way.

Huge pink signs have been put in place to direct fans to the store both from Wembley Park station and from the stadium itself. And at 9.50am, ten minutes before the store was due to open, a long queue of fans had formed.

Hundreds of Swifties had joined the queue to secure hoodies, T-Shirts and more, all branded with the Eras Tour logo or text. Speaking to MyLondon in the queue, one person said: "I know that trying to get merch on the day of the show is literal hell.

"I've seen queues be an hour long at least, so I feel like today is the easiest day to come." There's security in place to enter the store, with a bag search but no need for a ticket. A long queueing system is in place and the merchandise itself is sold from long desks down the sides of the store - you walk up to a member of staff behind the desk and ask for the items you want and the size you need.

Fans can try on the clothes there and then - the merchandise comes up quite big so fans are often buying items slightly smaller than normal, even for an oversized look. But people were very happy with their purchases.

Caitlin and her friend had both bought cream hoodies with 'TALYOR SWIFT THE ERAS TOUR' written on. They said they chose it because it was "versatile", and had opted for a small. They noted though that "it was quite big actually".

"The quality is OK," they said. "It's quite thin but it's very soft. It's got a pretty good weight." This hoodie is £70 from the official merchandise store.

The girls also bought a navy blue crew neck, also with TAYLOR SWIFT THE ERAS TOUR written on it in black. Many people were interested in this jumper, they told MyLondon, with one person saying she'd been asked by her daughter back in America to buy it for her, as it was exclusive to the London shows.

Caitlin said she wasn't sure why it was quite so popular but added: "She's very pretty." On the back of the jumper are all the dates from the Eras Tour, from 2023 through to the end of 2024.

The crew neck is currently £65. To see everything you can buy from the official merchandise store at Wembley Stadium, click here.

People are already commenting on X that the merch in London is "better" than elsewhere. One person said: "The way they’ve kept all the good Eras Tour merch for London... updated tapestry? the updated designs on shirts?"

This refers to the addition of Taylor Swift's latest album, The Tortured Poets Department, as the central figure of the pop star in the centre of the Eras Tour logo. However, people who attended previous shows aren't happy about this.

The original poster added: "I know it does feel really unfair especially when there was a very small unadvertised amount of stock of the new designs at older shows people weren’t informed of but London gets all the new stuff as the capital."

You can shop official Taylor Swift merchandise at her official UK shop, and browse unofficial merch on Amazon, HMV, and Redbubble.

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