Right now, X (or sometimes +) marks the spot. Across fashion and footwear, beverages, beauty, and desserts, cross-brand collaborations are driving sales and inspiring consumers.
Be warned: this is not a passing trend. There is more to the connections than juxtaposed logos, because the right brand collaboration can be incredibly successful.
Check out the five below to start 2024 right. As they deal with social responsibility, nostalgia and other topics, they are sure to resonate with longtime fans and gain new ones.
Levi’s x Beams: Wide, bold and limited
Levi’s and Japanese clothing company Beams have reunited for a fourth capsule collection – The Levi’s x Beams Super Wide V2 collection. The new collection follows in the footsteps of their brands’ highly successful Super Wide release in 2022, with new bold and widened pieces derived from classic styles and washes inspired by garments from 1944.
The three-piece collection includes Super Wide V2 Type I Trucker ($399.90), Super Wide V2 Jean ($379.90), Levi’s x Beams Graphic Tee ($69.90). The limited-edition collection drops worldwide on Jan 9, and will be available at Levi’s stores at Ion Orchard and Bugis Junction, and on levi.com.sg.
Ben & Jerry’s x Tony’s Chocolonely: Chocolatey Love A-Fair
Maker of punchy ice cream flavours Ben & Jerry’s and Tony’s Chocolonely share a passion for social justice, so the two brands have joined hands with a mission to advance human dignity and human rights.
Tony’s Open Chain initiative helps companies end modern slavery and child labour in the chocolate industry in Ghana and Cote d’Ivoire in West Africa. The brand makes ethically produced chocolate while improving the living conditions of cocoa farmers and inspiring other chocolatiers.
Like us, you’re likely to fall in love with Ben & Jerry’s x Tony’s Chocolonely’s limited-edition Chocolatey Love A-Fair ($15.04) pint. A decadent chocolate ice cream choc-full of salted caramel swirls, caramel chunks, and sea salt fudge chunks, it’s the perfect treat to celebrate life and love.
Need more chocolate? There are also two limited-edition bars. At $10.90 each, Tony’s x Ben & Jerry’s Chocolate Love A-Fair Dark Milk Chocolate With Brownie Bar and White Chocolate Strawberry Cheesecake Style are irresistible, too.
Perrier + Starck: Redefining an iconic bottle
Philippe Starck’s reimagined Perrier glass bottle is a collector’s item. The limited-edition Perrier + Starck creation celebrating the French beverage label’s 160th anniversary retains its signature shape while becoming a one-of-a-kind object of beauty with Starck’s redesign. Horizontal streaks are etched into the bottle’s surface to mimic the concentric grooves of Fresnel lenses. The streaks highlight the energetic power of the bubbles within by playing with optics and light.
The Perrier + Starck collection ranges from $64 for a set of four bottles to $345.60 for a carton of 24 311ml bottles. A single 727ml bottle costs $25, and a case of 12 is $270. You can purchase them at www.perrier.com.sg.
In addition, Perrier + Starck is hosting a cocktail and hotel experience at M Social Singapore, designed by Starck, until Feb 29 next year. The Loft Premier Room reflects their creative energy. Each guest will receive two limited-edition Perrier + Starck bottles and a cocktail kit to enhance their experience.
The Perrier + Starck staycation package starts from $290++ a night, inclusive of daily breakfast for two, other exclusive Perrier merchandise, and $50 dining credits at its flagship restaurant Beast & Butterflies. Blackout dates apply.
Additionally, Beast & Butterflies has introduced four new Perrier cocktails, including Tom Yum Perrier with lychee, ginger, lemongrass, basil, and Thai bird chilli, and Starck’s Negroni with Perrier Pineapple Flavored Sparkling Water, salted pineapple froth, and pineapple saccharum.
Jack Daniel’s x Coca-Cola aRTD: A premixed iconic cocktail blend
Jack Daniel’s and Coca-Cola announced back in 2022 that they would collaborate to offer this new drink option to adults around the world. And it is finally here, a premixed cocktail called Jack Daniel’s and Coca-Cola aRTD (it stands for alcohol, ready-to-drink).
Taking their cue from one of the most well-known bar calls in the world, “Jack and Coke”, this dynamic duo’s pre-mixed cocktail invites you to experience a taste that is both timeless and trendsetting.
It is available on shelves across Singapore and online, and priced at $126 for a 12-pack and $42 for a four-pack. A 320ml slim can of Jack Daniel’s and Coca-Cola aRTD contains 7% ABV.
Levi’s × New Balance: A nod to mountain biking heritage
The early 1970s saw the birth of a cultural phenomenon – mountain biking. Young men and women began riding their “klunker” paperboy bikes up and down the fire protection roads in the mountains of Marin County, California. As they navigated steep, rocky terrains, Levi’s denim became their uniform because of its durability, protection, and timeless style.
With a collaboration inspired by mountain biking’s roots and Marin County culture, Levi’s and New Balance rekindle their partnership. Durable fabrics, a slimmed-down toe, reduced collar height, and RollBar stability posts for enhanced rear foot support refresh the iconic New Balance MT580 silhouette launched in 1996.
In two distinct colourways, Grey Blue and Beige Black, each pair comes in specially designed packaging narrating the birth of mountain biking. The Levi’s x New Balance drop retails for $229 and is available exclusively at levi.com.sg.
