I've read that line "... a music lifestyle company..." a million times.
That's what Instagram marketers call their brands. "Lifestyle brands" are typically companies that don't actually make the products they associate with
But it actually is a lifestyle brand, when you think about the consumer behavior involved. Look at us for example. We have been brought together as result of our mutual interest in bass guitars and a particular brand and model of guitar. We regularly spend hours out of our days musing about everything from the materials in our strings and picks, to the pickups and bridges. On average, we have spent years playing, many of us since childhood. We have spent thousands on our gear. Thus, we spend our discretionary time and money devoted to this activity. This would seem to be a definition of lifestyle.
We often self-identify as musicians and bass players. We can show this by wearing the gear that you mentioned (caps, shirts, etc.), much like sports fans.
Under Armour, Nike and Adidas, to name a few, are also classified as lifestyle brands. They spend millions to put their brands on the backs of athletes at every level, to encourage kids to wear them. The industry also spends tons to fund youth sports and campaigns to get kids moving (esp. in U.S.). The NFL (American pro football) spends tons these days trying to fend off the decline in participation in football because of head injury concerns by parents.
One of the challenges both industries face is the competition posed by video games, which have even escalated to the point of competitive (and televised) sports entertainment (eSports leagues). For immigration purposes, the U.S. now recognizes eSports competitors as pro athletes.
Exercise can be boring and painful. Plus, it requires discipline, much like learning and mastering a musical instrument. Why not just go home and play Call of Duty or Guitar Hero?
I question whether the music industry as a whole (and musical instrument companies in particular) are doing enough, or being effective with their efforts, at getting kids into this lifestyle at an early age? Do you folks in other countries see the above trends going on in your parts of the world? It sounds like gear is typically more expensive and/or harder to find there, which also creates barriers to entry.