Glenfiddich and Fitzroy Invite Designers to ‘Taste the Future’ with Innovative Fashion Campaign

So, when working together with Glenfiddich on a new campaign, Fitzroy soon realised that looking back into heritage or the past wouldn’t make much sense. Reason for this, the whisky’s they’re producing right now will be ready in decades from now – meaning it has everything to do with the future.

So, the team at Fitzroy asked themselves: what will the world look like in the distant future? It's a question that captivates us all and is central to ‘Taste The Future’ (TTF). Glenfiddich launched TTF to invite designers to share their visions of the future. By invitation of the Scottish whisky distillery, Amsterdam-based textile studio BYBORRE will be the first to present their vision of what we'll wear in 12,18, and 30 years - the ages of Glenfiddich's three most iconic single malts. 

Fitzroy designed based on the future vision three clothing concepts which will be available for sale. Each one of the designs reflect a unique period linked to the year the whisky will be ready, and build a complete platform around it.

Fitzroy premiered the clothing at the Design Week in Milan with BYBORRE and launched it officially at the NXT MUSEUM in Amsterdam on April 25th. Fitzroy received great feedback on the clothing concepts and as a result is producing 300 limited editions which will be available for sale in the following months.