At this point, what hasn’t White Claw® done? From first bursting onto the scene with a revolutionary approach on thirst-quenching taste to teaming up with rising stars across different disciplines, it’s really no surprise that the renowned alcohol brand found itself at the forefront of Miami’s world-famous week of art and design––and among good company, too.
Flying in for a week of events, galleries, and concerts all celebrating the latest addition from the iconic duo, White Claw® and TOMBOGO™ reconnected down in South Beach to take the city-wide art bazaar by storm in true flavor-indulgent fashion.
The dynamic dyad set up shop in Wynwood, just off the beaten path, at a dedicated location that would serve as the physical manifestation of the convergence between fashion and refreshment.
“Collaborating with a designer like TOMBOGO™ has made it possible for White Claw® to bolster our efforts in creating genre-bending experiences while simultaneously spotlighting up-and-coming wavemakers,” Lena Lewis, White Claw’s Head of Brand and Communications, explains. “This second installment of the White Claw® x TOMBOGO™ partnership helps fuel us toward more refreshing moments.”
Cracking the seal on the weekend, White Claw® x TOMBOGO™ hosted a VIP event that welcomed an eclectic group of industry luminaries for the official premiere of a new and imaginative collection. Upon arrival, guests were greeted with a specialty White Claw™ Vodka-based cocktail before being guided further into the space. With subtle industrial elements, the selected setting reflected the core of the collaboration, positioning utility as a luxury.
Within the gallery-esque space hung the duo’s latest joint creation: a fully realized capsule collection designed to expand the world of White Claw® x TOMBOGO™ Can Tab Collection. Featuring a series of bespoke garments infused with the spirit of White Claw®, like a workwear-inspired jacket with matching pants and button-up shirt, the beauty of the collection is found in its details. Attached to each of the pieces are specially constructed buttons fashioned to look like can tabs from everyone’s favorite beverage, an intimate addition that creates a uniting thread throughout the capsule.
As a nod to one of its more memorable entries in the fashion realm, the creative pairing also crafted a line of accessories––a belt, necklaces, earrings, and bracelets––made of lookalike Blackberry flavored can tabs, pulling inspo from the indelible CLAW™ Bag premiered during New York Fashion Week.
With the collection on display and the stimulating vibes at their peak, White Claw® x TOMBOGO™ made their first night in the “Magic City” a memorable one––but this was only the beginning.
The following day, the doors were flung wide open as the two powerhouses invited the public to observe the recent offering and receive an exclusive limited-edition White Claw® x TOMBOGO™ soccer jersey. Now able to sit back and truly study all the intricacies of the collection, a new appreciation for the clothing’s composition was uncovered. Embroidered with the TOMBOGO™ logo and a special tag made to resemble a White Claw® label, each garment boasts a variety of functional pockets perfectly formed to house your choice of drink from White Claw’s famed catalog.
With the weekend drawing to an end, it was only fitting that the pair left with a statement after bringing such unconventional energy and fervor onto the scene. Finishing off the final leg of its White Claw® Shore Club Mainstage concert series, the adored alcohol label set its sights on Miami as the perfect place to host the grand finale.
As a kind of pseudo-nationwide tour, the celebrated brand put on a variety of shows across the country in landmark cities like Atlanta, Chicago, and Austin featuring headlining artists with close ties to the area. Serving as the last stop, White Claw® brought the party down south, enlisting a crop of show-stopping talent to put an empathetic exclamation on its stay in the Sunshine State.
To kick off the night, Pee Wee stepped up to the decks to curate a special energy that would endure throughout the night. Artists Kodie Shane, Blk Odyssy, and Farina performed in succession, ensuring that the crowd stayed lively and energetic for the final act. Finally, stepping onto the stage to a mixed crowd of friends, family, and fans, Miami native Denzel Curry made an appearance to a deafening roar of admiration.
Playing through his extensive discography and a number of legendary Floridian anthems, Curry helped White Claw® put the finishing touches on another unforgettable outing, proving once again that the inimitable brand exists at the nexus of culture.
