While thousands of Swifties gathered outside Madison Square Garden hoping to catch a glimpse of Taylor Swift and Travis Kelce on their wedding day, one man saw an entirely different opportunity.New York artist Justin Gignac spent the evening collecting discarded litter left behind by fans. Within a day, he had transformed the trash into collectible art pieces that sold out online, earning him $1,250.According to Fast Company, Gignac collected litter left behind by fans outside Taylor Swift and Travis Kelce’s wedding at Madison Square Garden on July 3, packaged it into collectible acrylic cubes and sold the entire collection online within 24 hours.
Justin Gignac turned Taylor Swift wedding trash into art
Known for his long-running project New York City Garbage, Justin Gignac has spent nearly 25 years turning everyday litter into collectible artwork.For the Taylor Swift and Travis Kelce wedding, he visited Madison Square Garden armed with gloves, a trash picker and wearing the tuxedo from his own wedding.Instead of searching for celebrities, he focused on what had been left behind by fans outside the venue.His collection included bottle caps, cigarette butts, plastic utensils, drinking straws, police caution tape, Ring Pop wrappers and even a lone AirPod.Gignac stressed that every item was picked up from public streets outside the security perimeter. Nothing came from inside the wedding venue.
‘Not Invited Edition ‘ sells out
After collecting the items, Gignac sealed them inside small transparent acrylic cubes and labelled the collection “Not Invited Edition.”Each cube featured the phrase “JUST&T MARRIED,” a playful nod to the wedding and the couple’s initials.The limited-edition collection consisted of 50 pieces, each priced at $25.The response was immediate.According to the publication, every single cube sold out in 24 hours and eight minutes, allowing the artist to earn around $1,250 from the first release.Gignac has since said he plans to release 39 more cubes, taking the total to 89, a tribute to Taylor Swift’s birth year and her iconic album, 1989.
Viral project sparks debate online
As news of the unusual collectibles spread online, social media users were divided.Some praised the idea as an innovative blend of art, marketing and pop culture, while others couldn’t believe people were willing to spend money on what they called “literal garbage.”Several users also suggested the buyers may see the cubes as future collectibles linked to one of pop culture’s biggest couples rather than simply as souvenirs.
A business built on New York City’s garbage
Although the Taylor Swift collection has gone viral, it isn’t the first time Gignac has sold garbage.He started New York City Garbage in 2001 after packaging ordinary street litter in clear acrylic boxes to challenge how people perceive value.Since then, he has created collections from New Year’s Eve in Times Square, championship parades and other major cultural moments across New York City.Reflecting on the project, Gignac said he tries to preserve important moments in the city’s history in an unconventional way.He also believes value comes from the memories attached to an object rather than the object itself.“People are always like, ‘Why would you pay for garbage?’ And I’m like, would you pay for garbage from your first date or your kid’s last Little League game? It’s not just garbage. It’s stuff that has meaning,” he explained.The success of the Taylor Swift and Travis Kelce wedding collectibles is yet another example of the couple’s extraordinary cultural influence. Even litter left behind outside their wedding venue proved valuable enough to sell out in a matter of hours, turning an ordinary cleanup into a profitable work of art.
