White Claw enters fashion industry with a capsule collection
Launching Friday, the mostly white clothing pieces are held together with the brightly colored tabs found on White Claw cans
Ethan Jakob Craft
Dec 08, 2023
White Claw has been a staple on liquor store shelves for years, but now the hard seltzer brand is entering a new space—clothing racks—with a limited-edition capsule collection inspired by its signature canned beverages.
The collection’s pieces were created with contemporary streetwear brand Tombogo, which styles itself as an “experiential learning outlet” for fashion designer Tommy Bogo. It was developed by VCCP US, White Claw’s agency of record, in conjunction with Edelman, Haworth and Highsnobiety.
“Instead of just slapping a logo on a T-shirt, we wanted to create a meaningful partnership with a designer that was bigger than just a one-off stunt,” said Gianmaria Schoenlieb, group creative director at VCCP, who added that the collection grew out of a single item—a bag that perfectly fits a single can of the hard seltzer.
“By showing up to the biggest stages that shape culture, trends and fashion,” including New York Fashion Week and Art Basel, Schoenlieb said, “we’re truly helping White Claw create moments that make waves.”
Featuring core pieces including pants, a jacket and a button-down shirt, the primarily white articles of clothing incorporate White Claw’s logo and a number of different brightly colored pull tabs like those found on its cans. Similar to the collection’s original bag, which was revealed in September, the pieces also have pockets specially tailored to fit a can of White Claw.
Accessories such as a belt, necklace and earrings made entirely of White Claw tabs will complement the unique fashion line.
The collection is debuting today at a pop-up event with Highsnobiety in the Miami neighborhood of Wynwood, which will feature a White Claw-only bar and a concert headlined by Miami-born rapper Denzel Curry.
Additional content will roll out on social media in the coming days.