ABSOLUT VODKA TO RELEASE T-SHIRT WITH MENSWEAR BRAND CLOTHSURGEON
Absolut vodka has teamed up with London-based luxury menswear brand Clothsurgeon to launch the first “Absolut T” project.
Dropping on December 17th, the collaborative collection consists of 79 limited-edition t-shirts that aim to capture the beauty that manifests when different backgrounds, cultures, and ideas come together as one. Taking the simple white t-shirt as inspiration, a piece of clothing historically embraced as a vehicle for activism and change, Absolut reinterprets the garment with Clothsurgeon creative director Rav Matharu’s signature attention to detail and craftsmanship.
Each piece is carefully constructed from fabrics sourced across the world from places most meaningful to the Matharu. From technical jersey from Japan, recycled slub from India, heavy jersey from the USA, mercerized organic cotton from Italy, and locally-sourced cotton collar ribbing from England, the materials combine seamlessly to create the silhouette. In its simplicity, the collaboration is intrinsically designed to weave cultures together, applying Matharu’s vision for innovation, quality, and equality.
“I chose countries where I regularly source high-quality fabric for the Clothsurgeon brand, and also countries that mean something to me personally and emotionally,” said Matharu. “I am UK born and bred, but India is very close to my heart. Recycled slub cotton from India really embodies the chaotic beauty and character of the country, in particular Mumbai, where my grandparents live. A technical jersey from Japan, as I have always looked to the Japanese for innovation and pushing style boundaries.”
“Now more than ever, creativity is a means to keep us connected and inspired,” added Tad Greenough, global creative director at Absolut. “We felt Clothsurgeon was the perfect collaborator – the brand’s reputation for quality, equality, and innovation in tailoring to really push the boundaries is in perfect synergy with our brand mission – to create better together.”
The Absolut x Clothsurgeon T-shirt will retail for £95 on clothsurgeon.com beginning on December 17th at 8am GMT.
