The Glenlivet continues to evolve the way consumers think of them. Now, they’ve teamed with Don C, founder of luxury streetwear label Just Don.
The partnership kicked off with a limited-edition sweater that celebrates breaking traditions in the luxury category to open up new experiences for a progressive audience in honor of The Glenlivet 14 Year Old, its first single malt scotch in the U.S. selectively finished in ex-Cognac casks. The partnership showcases how both brands are breaking conventions to bridge the worlds of luxury streetwear and high-end Scotch.
Grounded in Don C’s luxury street-style roots and inspired by The Glenlivet 14 Year Old bottle’s purple colorway, the limited edition crewneck features premium French terry with an athletic jersey-style screen-print design of the letter “G” on the front and number “14” on the back. The sweater also features a hidden zip pocket that folds into the shape of The Glenlivet 14 Year Old whisky bottle.
“As a designer who values breaking traditions in the streetwear world and beyond, Don C is a natural partner for bringing The Glenlivet 14 Year Old to the forefront of setting new standards within the luxury spirit category,” said Sona Bajaria, Vice President of Marketing, The Glenlivet, Pernod Ricard USA. “Together with Don C, The Glenlivet strives to break down barriers within our categories so premium fashion designs and Scotch whisky are more inclusive for all.”
“I am excited to partner with The Glenlivet 14 Year Old to change perceptions and open up Scotch whisky to a new, progressive audience, just as I have worked to bridge the gap between luxury fashion and streetwear,” added Don C.
The collaboration is the latest example of how the wghisky brand is disrupting the category with innovative expressions, non-traditional partnerships and creative activations aimed at changing perceptions of single malt Scotch whisky.
Fans in the U.S. can enter for the chance to win one of ten sweaters available by following The Glenlivet on its U.S. social channels and visiting TheGlenlivetDonCSweeps.com.
