HAVANA CLUB UNVEILS NEW STREETWEAR PARTNERSHIP
AND LAUNCH OF APPAREL RANGE WITH ‘DAILY PAPER’
Havana Club, the only 100% authentic Cuban rum available globally, has partnered with iconic streetwear fashion brand, Daily Paper, to launch an exclusive capsule collection, limited edition Havana Club 7 Años bottle and creative workshop competition. Unveiled over the weekend at a party in Antwerp, Belgium, the collaboration reinforces Havana Club’s vision to lead the rum revolution and recruit the next generation of rum drinkers.
United by a deep rooting in street culture, the collaboration celebrates the authenticity, tradition and eclecticism of each brand – blending the rich heritage of Havana Club with the modern aesthetic of Daily Paper. The eight-piece, black and gold themed capsule range, inspired by the ubiquitous gold chain of street culture, includes a t-shirt, hoodie and hip flask and is available on thewebsite. A limited-edition bottle of Havana Club 7 Años, co-designed with Daily Paper and featuring a unique Daily Paper x Havana Club logo, completes the collection and is available on the , and websites at the RRP of €40.
The launch of the partnership took place at sustainable restaurant and party space, Plein Publiek, where guests were treated to an exclusive catwalk of the collection, a DJ set and two new signature drinks from Havana Club; Havana Club Cancha, made up of Havana Club 7 Años, honey, lime and soda, and the Havana Club Frozen Daiquiri, a refreshing, upbeat and summery take on the classic Daiquiri.
To support the partnership, Havana Club and Daily Paper have introduced the Cuban Links contest, again inspired by gold chains, to support, nurture and recognize emerging creative talent. Three winners from the fields of design, photography and music will be flown to Havana, Cuba and mentored by Havana Club, Daily Paper and other industry leaders during a week-long creative workshop, where they will produce new apparel pieces and a media campaign to finalise and promote the Havana Club x Daily Paper collection around the world.
A refreshed Havana Club style has been introduced alongside the fashion line to reflect the raw and authentic culture of the streets of Cuba and is led by a strong visual identity centred on being experimental with the Havana Club logo, such as new print designs, over-branding and logo dissection.
Ludmilla Stephkov, Brand Director Design at Havana Club International, commented: “It is incredibly exciting to finally unveil the Havana Club x Daily Paper capsule collection to the world – 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. Havana Club is the rum of the streets of Cuba, and we have been inspired by the colourful way of life, laidback attitude and confidence of the people of La Habana to guide us forward. We have torn up the rulebook of rum and look forward to collaborating with more artists and brands in the future.”
To view the full Daily Paper x Havana Club collection click here: