When you think of Scotch Whisky and fashion together, your thoughts probably don’t go much further than the tarytan of a kilt but The Glenlivet, with the release of their 14 year old, want to change all that.
With The Glenlivet 14 Year Old, the brand is disrupting the category by introducing the first single malt Scotch whisky to be selectively finished in ex-Cognac casks and what better way to show that off than to partner with one of fashions biggest disrupters, Prabal Gurung.
In the same way that a focus on quality and innovation has placed Gurung at the forefront of American Fashion, the new The Glenlivet 14 Year Old is targeting “a new generation of whisky drinkers through bold and unconventional flavor combinations and finishing techniques.”
The collaboration with Gurung will be marked by an exclusive Prabal Gurung x The Glenlivet flask & flask bag. Additionally, the brand has also partnering with NYFW: The Shows, to bring its bold expression of the spirit to New York City and beyond with exclusive events, pop-ups.
“The launch of The Glenlivet 14 Year Old, with our NYFW: The Shows sponsorship and collaboration with Prabal Gurung, is the latest proof point of how our brand continues to open up the whisky category,” said Shefali Murdia, Director, Brand Engagement, The Glenlivet. “By bringing a new taste palate and working with unique partners, The Glenlivet 14 Year Old is inviting consumers to rethink the old world of Scotch whisky.”
Painting ‘The Shows’ Purple with The Glenlivet 14 Year Old
As the official spirit sponsor of NYFW: The Shows, The Glenlivet 14 Year Old is giving a taste of the new liquid with a variety of interactive experiences throughout NYC aimed at educating, inspiring and delighting whisky enthusiasts and new drinkers alike.
During Sept. 5-11, The Glenlivet 14 Year Old will be popping up and dropping down throughout the city, including:
The Glenlivet Drop Shop – designed with the aesthetic of a sleek, mobile airstream, The Glenlivet Drop Shop will offer visitors the opportunity to sample The Glenlivet 14 Year Old, customize premium T-shirts and get a first look at items from the brand’s collaboration with Prabal Gurung.
Happy Hours at NYFW: The Shows – The Glenlivet 14 Year Old will be on display throughout the week at NYFW, featuring creative cocktails with unexpected ingredients.
SoHo Sip and Shop – in-store brand activations at luxury retailers will allow consumers to meet & experience the brand.
Saturday, Sept. 7:
- NARS Prince Street, 124 Prince St., 1-6 p.m.
- Theory SoHo, 47 Greene St., 12-6 p.m.
- Theory Meatpacking, 40 Gansevoort St., 12-6 p.m.
- Theory Hudson Yards, 20 Hudson Yards (Level 1, Suite 128A), 12-6 p.m.
- Versace Fifth Avenue, 647 5th Ave., 4-6 p.m.
- Alice + Olivia SoHo, 98 Greene St., 1-6p.m.
Sunday, Sept. 8:
- NARS Prince Street, 124 Prince St., 1-6 p.m.
- Alice + Olivia SoHo, 98 Greene St., 1-4 p.m.
NYFW: The Talks – The Glenlivet will participate in the season’s NYFW: The Talks series at Spring Studios, presenting a curated conversation around fashion and inclusivity, ending with a toast of The Glenlivet 14 Year Old to a more diverse and inclusive NYFW.
The Glenlivet x Gurung: Merch, but Make it Fashion
Timed to the 10th anniversary of his NYFW debut, Gurung will unveil his latest collection on Sunday, September 8 at Spring Studios – along with exclusive co-created pieces inspired by his partnership with The Glenlivet 14 Year Old, including a limited edition 14 Year Old Flask that will be gifted to select tastemakers within the fashion industry. After the show, select The Glenlivet x Prabal Gurung pieces will be available in limited quantities for both fashion and whisky fans alike.
The Whisky brand will also release behind-the-scenes content featuring the designer as he discusses his partnership with The Glenlivet, iconic runway designs and views breaking traditional conventions in the fashion realm to make it a more inclusive space for all.
“The Glenlivet is a modern brand in the truest sense,” said Prabal Gurung. “I am so pleased to be a partner in the launch of The 14 Year Old, celebrating a rich brand legacy by creating an inclusive Scotch whisky that addresses the contemporary drinker.”
