In a time where connection is few and far between, Jäger is seeking to tap into club culture’s sense of community through its first streetwear collection.
Responding to the uncertain global circumstances that have halted live events and reduced late all-night parties to staring at solitary DJs through a phone screen, the BEST NIGHTS collection celebrates the magic of shared experience. Launching in Ireland and a further 21 countries worldwide, the collection is a signal of intent and an optimistic reminder to cling onto the shared experiences and cross your fingers and toes in the hopes they’ll return soon.
The BEST NIGHTS collection is supported by a plethora of international streetwear trailblazers, including New York-based stylist Bloody Osiris.
Speaking about the exclusive collection, Osiris said, “I’m honoured to be a part of the international BEST NIGHTS campaign because as someone who thinks outside the box, I really appreciate the boldness that Jägermeister steps outside their comfort zone and creates something new. Within the campaign, I had the creative control to stay true to my authentic self and the Jägermeister streetwear collection is driven by the same convictions”.
Moreover, the collection is also supported by model and designer Lisa Anckarman, Slovakian rapper and fashion enthusiast Dalibor Stofan, German blogger and sneakerhead Christopher Blumenthal and Alojz Abram aka Gramps who has been described as “probably oldest streetwear talent on earth”.
With the global pandemic in mind, the campaign has called on the campaign supporters to channel the DIY energy that has dominated the creative sphere in the past year. Not only will the international talents model for the collection, but they’ll also remotely produce their own campaign shoots.
On top of the connection to club and streetwear culture, the coordinates of Jägermeister headquarters in Wolfenbüttel, Germany feature in each piece, providing a subtle nod to the liqueur brand. The coalescence of these distinct influences can be seen in the graphic t-shirts, hoodie, sweatpants, socks, beanie and scarf that are all produced from 100 per cent cotton.
However, the stand out item comes in the shape of the camo t-shirt, which when viewed through an Instagram AR filter provides an interactive experience, blurring the lines between the virtual and physical realm.
Additionally, United We Stream, an international platform dedicated to supporting global club culture during the pandemic will receive one Euro from Jägermeister for every order to every order placed.
The BEST NIGHTS collection is available on www.bestnights.com in Ireland and 21 further countries in Europe, North America, South Africa and Asia (Taiwan) from January 31.