Ear plugs become festival fashion as hearing protection gains traction among young music fans

Ear plugs are increasingly becoming a must-have accessory at music festivals and gigs, driven by a new generation of brands like Loop, Alpine, and Hears that market them as lifestyle products. Young fans, such as 26-year-old Paula and 21-year-old Amira at Radio 1's Big Weekend, are adopting them not only for hearing protection but also for improved sound clarity. Brands collaborate with major festivals like Coachella and Tomorrowland, and target younger, urban audiences through social media ads. Alpine CEO Arthur van Keeken envisions a future where ear protection is as normalized as helmets for skiers. The Royal National Institute for Deaf People (RNID) reports that hearing loss affects one in three UK adults. Audiologist Franki Oliver compares ear damage to trampled festival grass, emphasizing that not all ear plugs are equal. She advises checking the single number rating (SNR) and proper fit to ensure effectiveness. Radio 1 DJ Sarah Story credits ear plugs with saving her hearing during club seasons in Ibiza, noting they also prevent voice loss. The trend reflects a broader awareness of hearing health among young music fans.