White Claw Mixes Fashion and Hard Seltzer for Capsule Fashion Collection

Hard seltzer isn’t the first thing that comes to mind when we think of fashion and arts. Until now. White Claw is disrupting the fashion industry through a new partnership with TOMBOGO featuring an entire capsule collection. 

Developed in partnership with White Claw’s strategic and creative agency of record, VCCP US, as well as Edelman, Haworth, and Ten35, the collection drops today with a kick-off event at Maps Wynwood in tandem with one of Miami’s biggest weeks of the year. HighSnobiety facilitated the partnership. 

The activation will feature a pop-up art installation showcasing the capsule collection, a White Claw bar exclusively serving vodka, and a custom t-shirt station in a custom-branded venue. Denzel Curry, a Miami-born and raised rapper best known for his songs 'Ultimate' and 'Walkin,' will headline a performance at White Claw Mainstage.

Each piece of the collection features custom can tabs in the White Claw brand flavours with logos placed on the corners. Contrast stitching incorporates White Claw’s famous color-coded tabs to pull together the core pieces, including pockets to specifically fit a White Claw can.

The streetwear collection includes a button-down shirt, jacket, and pants. There will also be one of a kind pieces including a jewelled necklace, earrings and bracelet, as well as a belt made entirely out of can tabs.

The launch comes on the heels of White Claw’s initial partnership with TOMBOGO to launch a CLAW bag during New York Fashion Week. Additional content will go live in the week ahead across social.

“White Claw has always stood for refreshing the passions of our consumers by doing things differently and supporting creators who are shaking things up,” said Lena Lewis, White Claw head of consumer connections hub. “In partnering with VCCP and TOMBOGO, we’re breaking into the fashion industry in a refreshing way with an experience and collection our fans can take part in.”

“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. We started with a bag and expanded it to a capsule collection,” said Gianmaria Schoenlieb, group creative director at VCCP. “By showing up to the biggest stages that shape culture, trends, and fashion – from NYFW to Art Basel –, we’re truly helping White Claw create moments that make waves.”