Jameson Collaborates with Awake NY on Inaugural Capsule Collection

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Through its Triple Distilled line, Jameson has been drawing from its artistic circle to celebrate St. Patrick’s Day with a series of unique partnerships. The latest addition to this collection is a collaboration with Awake NY, resulting in a limited-edition five-piece fashion assortment.

The newcomer notices that these brands, despite originating from different parts of the world, are expressing a common love for music through their latest endeavors. For instance, Jameson’s Distilled Sounds program and Awake NY’s Gil Scott-Heron-inspired Spring 2025 collection are examples of this shared interest in music. This mutual passion for music serves as the catalyst and motivation behind their designs.

As a fan of the ’90s New York hip-hop era, I’ve drawn inspiration for this collection from the vibrant street styles that defined that time. I’ve recreated oversized sportswear pieces, mimicking the garments worn during that period. One standout track jacket features racing stripes and the Jameson emblem on a classic black backdrop, giving it a distinctly nostalgic feel. Another hoodie showcases my brand’s signature green color with co-branded logos, transporting us back to those iconic times.

Without a doubt, the jersey is a striking highlight within the collection. This exceptional item features a timeless color scheme of green, red, and beige, skillfully arranged in panels on both the front and back. The ensemble is further enhanced by an essential black T-shirt and coordinating cap.

Discussing their designs, Awake NY’s brand director Hugo Mendoza expressed, “Collaborating with a brand steeped in history always makes me ponder, ‘How can we enrich this legacy without diluting our own vision?’ The solution is straightforward: by remaining authentic to who we are and what Awake NY stands for – New York City culture. Our shared passion for music and community made the partnership with Jameson Irish Whiskey’s distilled sounds initiative an ideal fit for us.

Last week, Mendoza unveiled their new collection, in collaboration with Jameson, at one of Awake’s iconic events, reminiscent of festive gatherings during the Irish holiday. This event followed the release of a tantalizing video teaser on Awake’s Instagram account, which sparked enthusiasm for the upcoming launch by referencing the 1999 film “Human Traffic”. The event took place at Nublu in New York City.

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Don’t forget to glance through the gallery’s lookbook up there. Now, you can purchase items from the Jameson x Awake NY line directly on Jameson’s official website.

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2025-03-26 17:56