Pernod Ricard-owned rum brand Havana Club has
partnered with Dutch urban fashion label Daily Paper to launch the Capsule
Collection clothing line. The Cuban rum
brand partnered with Daily Paper for the eight-piece fashion line, which
includes black and gold-themed t-shirts, hoodies and hip flasks. A limited
edition bottle of Havana Club 7 Años featuring the Daily Paper logo will also
be released. Seminal rum brand Havana Club and
streetwear force Daily Paper have collaborated to launch a limited edition
streetwear collection and exclusive competition for young creatives. The
distinct collection pays homage to the Cuban heritage of Havana Club, infused
with the distinctive aesthetic of Daily Paper. The collection was launched
on 26th
January 2019 at an exclusive event in Belgium.
According to Nick
Blacknell, global marketing director for Havana Club International, “Daily
Paper is a young and dynamic urban fashion brand and they have built their
lines around their African heritage. “Before
we undertook the collaboration we had to ask ourselves if it was legitimate for
Havana Club to undertake. Havana Club has always had a strong tie to music and
street culture, this is a street movement and Havana Club has always been a
street brand, it was born on the streets of Havana.” The collaboration launched last week at
an event in Antwerp, Belgium, which also saw the two brands unveil the Cuban
Links talent contest, which has been named in honor of the chunky gold chains
that feature predominantly in the Capsule Collection.
The
contest will support, nurture and recognize emerging creative talent across the
fields of design, photography and music. Three winners from the contest will
travel to Cuba to be mentored by industry experts as they create new apparel
pieces and a media campaign to promote the Havana Club x Daily Paper
collection.
Alongside the Capsule Collection, Pernod
Ricard has also introduced a “refreshed style” for Havana Club to reflect the
“raw and authentic culture of the streets of Cuba”. The brand’s new style is
centered around experimentation with the Havana Club logo, which includes new
print designs, over-branding and logo dissection.
Blacknell
added: “As part of this launch we have also gone to great lengths to refresh
our drinks offering, with a shifting focus from the Mojito and onto the
Daiquiri and new cocktails such as the Cancha, a cocktail created with Havana Club,
honey, lime and soda.”
The
Havana Club x Daily Paper Capsule Collection is available to purchase from the
Daily Paper website now.
See More at https://havana-club.com/en-ww/hot-news/daily-paper-x-havana-club
