FASHION: When you think of the herbal liqueur brand Jägermeister you probably don’t think of streetwear but that is all about to change. As a way of supporting club culture, Jagermeister are unveiling its first international venture into the world of fashion.
Uniting core elements of the Jägermeister brand, urban streetwear style and club-based nightlife, the exclusive ‘BEST NIGHTS’ streetwear collection will be available in 22 markets.
With Best Nights, Jagermeister is using the intersection of street and nightlife culture to emphasizing the significance of memorable nights spent with friends.
To show their support of club culture as it faces sever and ongoing threats from lockdowns, the brand will give one euro per order to the United We Stream initiative. The international cultural platform and streaming collective is committed to supporting club culture during this worldwide crisis.
“The best nights as part of our very own brand promise inspired us to create this one-of-a-kind collection”, says Wolfgang Moeller, Global CMO. “For those nights, superb style is just as important as the perfect ice-cold shot.”
With the hope we can all soon enjoy our best nights together with each other again, the collection offers a variety of exclusive items ranging from graphic T-shirts, a hoodie and sweatpants, to socks, beanies and a scarf.
Every piece contains the location coordinates of Jägermeister’s headquarters in Wolfenbüttel, Germany, a subtle nod to the brand’s heritage. Constructed from 100% organic cotton, the camouflage T-shirt also provides an interactive experience that reveals hidden elements in the graphic print when using an Instagram AR filter.
The campaign is spearheaded by Harlem’s very own creative polymath Bloody Osiris while also featuring the likes of model and designer Lisa Anckarman, rapper Dalibor Stofan aka. DALYB, sneaker expert Christopher Blumenthal, as well as streetwear’s favourite grandpa Alojz Abram aka. Gramps.
Due to the current pandemic, the international talents are not only models for the collection, but also produced their own campaign shoots and had the freedom to present the “BEST NIGHTS” pieces in combination with their own unique styles.
Jägermeister will contribute one Euro for each order placed to United We Stream – an international platform and streaming initiative committed to supporting the global club culture during this challenging circumstance.
The collection will be available online to areas including Europe, North America, Asia (Taiwan) and South Africa on the ‘BEST NIGHTS’ website from January 31.