Jameson's Triple Threat.
Completing a trifecta of releases, which previously saw the brand link-up with Grammy-winner Anderson .Paak and Fender, Jameson have debuted a five-piece capsule collection alongside heritage streetwear outfit, Awake NY.
Hitting the shelves in celebration of St. Patrick’s Day, the new Jameson x Awake NY range was revealed at the latter’s flagship store in New York City on March 19th and subsequently released on the 22nd, completing the trio of limited-edition collaborations which make up Jameson’s Triple Distilled Collection. Following on from a limited-edition Jameson’s Irish whiskey bottle design by Anderson .Paak as well as Fender’s all-green redesign of the Player II Telecaster® Electric Guitar and Tone Master Princeton® Reverb Amplifier, Awake NY’s involvement in the Triple Distilled Collection sees the youthful outfit celebrate community through the lens of music, style and whiskey.
Looking to Jameson’s renowned Distilled Sounds platform in addition to the spirit of collaboration, Awake NY’s five-piece capsule comprises of a t-shirt, jersey, hoodie, cap and track jacket. Traversing the globe, hitting everywhere from New York and Dublin to Paris and Korea, Awake NY x Jameson shines a light on its global family, underlining Jameson’s unifying ethos as well as Awake NY’s in-tune understanding of culture. Channeling downtown New York City in the early 1990s, the collaborative collection embraces Awake NY’s signature design style, elevating everyday streetwear and pointing to its local community, complimenting Jameson’s involvement in various music scenes.
The collection itself boasts a range of silhouettes and opts for quality over quantity, utilising high-quality materials for pieces such as a classically-styled jersey, a simple yet effective graphic t-shirt, and a co-branded cap. The two standouts from the collection arrive in the form of a sporty, retro-inspired track jacket and a pull-over hoodie, both of which show off a co-designed Jameson x Awake NY design that embraces both brands’ signature typographies and emblems.
Hugo Mendoza, Awake NY Brand Director, stated the following about the new collection:
“Coming together with a brand with such history I often think, ‘how can we add to this history without watering down our vision?’ and the answer is simply staying true to ourselves and what Awake NY represents: New York city culture. Jameson Irish Whiskey’s roots run deep and this distilled sounds partnership was perfect for us. We love music and we love bringing our community together to enjoy it with us.”
In an exclusive event a few weeks back, Jameson took a moment to celebrate St. Patrick’s Day in tandem with the release of its entire Triple Distilled Collection, teaming with Fender for a night filled with music and, of course, whiskey. The aforementioned bespoke Jameson x Fender Guitar and Amp took the main stage as Fender Studios in Central London welcomed a star studded guest list of artists, creators and music industry professionals, taking in the sounds of Irish garage punk band Sprints, up-and-coming singer, producer and guitarist Santino Le Saint – who exclusively previewed his first standalone single “Go Ghost” dropping next week – as well as DJ ELLADHC.
Jameson’s Triple Distilled Collection, including the limited-edition Anderson .Paak Irish whiskey bottle, Fender Guitar and Amp collaboration, and the five-piece Awake NY apparel collection is available to shop here.
Check out all the imagery from Jameson’s launch event alongside Fender below.
PHOTO CREDIT: Jameson
