There are more similarities between the glamorous world of a fashion show and the world of a well-aged whisky than you may believe. Similar to the wide range of prices in the world of fashion, whisky can range from very inexpensive finds to the pinnacle of luxury. But the more we dig, the more levels of meaning we find.
Have you ever visited a luxury store and been riveted by a designer’s story explaining the creative process behind a collection? The whisky distillery, where each bottle tells a unique tale, holds the same fascination. Consider Kestin Hare’s ‘Summer in Speyside’ collection for men, available throughout the spring and summer. Hare went beyond simple co-branding by creating designs inspired by the actual coats worn by people who make whisky. These outfits were colored to complement BenRiach’s Curiositas, which are known for their vivid hues. Luxury, uniqueness, sustainability, and a sense of rarity are common threads in both settings. Both provide warmth, but one to the body and one to the spirit.
Do You Recall the Black Label on Harley Davidson Motorcycles or Jack Daniel’s Merchandise?
It’s quintessentially American in its depiction of whisky as a way of life. The Johnnie Walker parent company, Diageo, has joined forces with high-end shoe designer Oliver Sweeney to release a limited run of whisky-themed shoes. One pair of shoes even included a secret compartment large enough to hold a Red Label mini. Heels clicking in a mysterious whisky beat, you confidently go into your business meeting.
Now consider how Macallan worked with Kefilwe Mabote, an influential figure in the fashion industry, to create a campaign in which style and spirit seamlessly interacted. While whisky is typically associated with masculine qualities, Macallan’s Master of Couture ad aimed squarely at women.
Here’s a Twist, Though: Macallan Didn’t Stop at Clothing
They collaborated with the watchmaker Urwerk to create a hip flask that sells for two grand. Why? It wasn’t just a basic flask; the 156 parts within represented a careful balancing act between engineering and artistic skill.
However, this isn’t a Macallan tale alone. Yamazaki collaborated with luxury leather designer Bill Amberg to create sculpted boxes for their expressions, and Highland single malt and Congac teamed up with fashion designer Patrick Grant to create packaging that symbolizes “taste,” a word that matches both fashion and whisky well.
In considering the connection between one’s wardrobe, demeanor, and beverage of choice, Original Grain co-founder Andrew Belchan offers some insightful thoughts. Think about how your drink of choice for the evening will go with your attire.
But just as the fashion industry is reevaluating its principles and shifting from fast fashion to sustainability, so too is the whisky industry. Take Original Grain, whose timepieces are crafted from whisky and beer casks and whose project plants trees in Senegalese villages to illustrate the emergence of ethical tales.
You may be wondering why there are so many limited-edition collaborations. According to Original Grain’s Ryan Belchan, “Maintaining exclusivity and the limited nature is vital.” Whether you’re talking about trainers or a Sherry cask-finished whisky, it all comes down to supply and demand.
The Role Of Whisky in the Fashion World’s Future
Have you ever considered how the golden hues of your favorite whisky might inspire the next big thing in fashion? If the recent collaboration between Kestin Hare and BenRiach or the limited-edition Johnnie Walker shoes by Oliver Sweeney are any indicators, the influence of whisky on fashion is more than just a passing trend. As the world of fashion continually seeks out genuine stories and authentic roots, whisky, with its deep history and traditions, has emerged as an intriguing muse.
- Unique Design Inspirations:
- As seen in Kestin Hare’s ‘Summer in Speyside’ line, the color, texture, and history of whisky can serve as inspiration for innovative designs. Imagine donning a coat dyed in the rich amber shade of a 10-year-old malt or a dress capturing the smooth essence of a classic bourbon.
- Sustainability Efforts:
- You’ve probably heard of fast fashion’s potential decline. If whisky barrels can be recycled into stylish watches by brands like Original Grain, then the fashion industry can surely find ways to infuse whisky’s ethos of reuse and sustainability into its practices. Think about the impact of a world where your recycled whisky barrel becomes part of your wardrobe.
- Limited Edition Drops:
- The sneaker world might have popularized the limited-edition drop, but whisky’s been doing it for ages. Fashion could learn a thing or two from whisky’s approach to exclusivity. Just as you’d cherish a limited bottle of Glenfiddich, imagine cherishing a dress or a pair of shoes, knowing there are only a few like it in the world.
- Whisky as a Lifestyle Accessory:
- From the time you sport a BenRiach-inspired outfit to the moment you enjoy your evening drink, the whisky becomes more than a beverage. It becomes an essential part of your lifestyle. A story of tradition, quality, and style wrapped up in one.
- Merging Traditions with Modern Flair:
- Much like Diageo’s innovative shoe designs, the fashion world could benefit from blending time-tested craftsmanship with contemporary touches. Think about a belt buckle designed with the smoky traces of an Islay scotch or a scarf infused with the delicate notes of a Speyside classic.
- Market Collaborations:
- Remember Macallan’s partnership with a perfume maker and a watchmaker? In the future, you could see more of such interdisciplinary collaborations. Your favorite fashion brand might release a clothing line in partnership with a distillery, taking storytelling to an entirely new dimension.
You Might Ask, “Why Does This Matter to Me?”
It’s about the stories behind your favorite products, the intertwining of two worlds that seem distant but share core values. As the fashion industry seeks authenticity and a return to its roots, it may very well find that in the rich history and stories of whisky.
The partnership between whisky and the fashion industry goes far beyond promotional purposes. History, skill, and stories are woven together to create a garment for our souls. You’re not just getting a dram of whisky or a piece of clothing when you acquire something rare. Your money is going into a tale. That’s the way it should be, too.