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.
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