The companies have joined forces to produce an eight-piece clothing line that draws inspiration from Cuban design cues and identity. To select the final pieces in the collection, Havana Club hosted a competition in which three young creatives were flown to Cuba and mentored during a week-long creative workshop. The launch also coincides with the release of a limited-edition bottle of Havana Club 7 Años rum, which was co-designed with Daily Paper.
With this partnership, the rum brand hopes to position itself as the spirit of choice for young streetwear fans. ‘It marks the start of the next chapter for Havana Club as we look to lead the rum revolution and recruit the rum drinkers of tomorrow,’ explains Ludmilla Stephkov, international brand director at Havana Club.
When targeting tomorrow’s customers, brands must consider the behaviour of Gen Viz – a tribe of consumers who prize unexpected collaborations and like to have their say in their favoured brands’ products.