Jameson collaborates with Dickies

Pernod Ricard-owned Jameson Irish whiskey has teamed up with workwear brand Dickies to launch the Crafted Together campaign.

The Crafted Together campaign sees Jameson and Dickies join forces to ‘connect their communities of modern-day creators’ in 26 markets globally, including the UK, US, Canada, and Asia.

The new workwear-inspired collaboration consists of apparel, accessories, and a limited edition Jameson bottle.

Brendan Buckley, Jameson global marketing director, commented: “Jameson Irish whiskey was founded in 1780, when workwear was the uniform of the working community, often seen in the local pub after a hard day’s work. Meanwhile, Dickies began its life in 1922 as an iconic, quality workwear brand.”

Sarah Crockett, Dickies chief marketing officer, added: “Craft and kinship underpin both brands and we are delighted to bring that shared ethos to life through the Crafted Together Jameson x Dickies collection.

“Quality craftsmanship is a longstanding pillar of our Dickies business, and deeply rooted in our workmanship community.

“Dickies and Jameson teaming up feels like a natural partnership due to both brand identities and our shared DNA. We’re thrilled to collaborate with Jameson whiskey to commemorate our brand stories and most importantly, celebrate our loyal customers.”

The multi-piece capsule includes signature pieces such as the ‘iconic’ Dickies Eisenhower jacket, a limited edition Jameson bottle, as well as overalls, beanies, and caps.

In addition, a new bespoke graphic, which plays homage to the original Jameson ‘Barrelman’ icon that has been linked to the brand since the 1700s, can be found on select tees and hoodies.

To celebrate the global launch of Crafted Together, pop-up stores have opened in New York City and London for friends and fans of the brands to visit and be among the first to shop the collection.

Each pop-up offers an immersive experience, complete with bespoke cocktails and the works of local creators.

The New York storefront, located at 9 West 8th Street, opened to the public on 14-16 June, while the London storefront, located at Dickies Carnaby Street, opened to the public from 14 June.

The campaign’s accompanying creative imagery features creators and makers from the respective communities of both brands wearing the collection. It was shot in Midleton Distillery, Cork, by Dublin-Born, Brooklyn-based photographer Rich Gilligan, who is known for his photographic documentary approach to portraiture and fashion.

The resulting creative presents ‘a modern-day aesthetic of industrial workwear’.

The products in the collection range from US$20-US$80, and are now available to purchase from jamesonwhiskey.com and dickies.com.

Earlier this year, Jameson launched a campaign to allow consumers to mark St Patrick’s Day in ‘appropriate style’.