Wonderland.

474CO × JäGERMEISTER

The iconic herbal liqueur teams up with sustainable streetwear brand 474co to release a steezy capsule collection.

Jägermeister is a household name, and there’s no doubt about it. Consumed across the globe inside and outside of the home – at clubs, bars, and beyond – there’s hardly an occasion that doesn’t call for Jäger. Its prevalence in social gatherings, pretty much everywhere, call for Jägermeister to have its finger on the pulse. With that in mind, it’s no surprise that Jägermeister has switched up the game, opting to craft up an incredibly fresh capsule collection with the planet-conscious streetwear brand 474co. Although an unlikely pairing, trust that this collection is as delectable as breakfast for dinner.

The 474co x Jägermeister collab is pure steeze. Featuring 14 limited-edition pieces, ranging from jackets, jumpers, and hats – 474co’s stylistic prowess is weaved together with Jägermeister’s iconic stag emblem, as the cult-favourite streetwear brand celebrates the label’s heritage with must-have pieces rendered in 100% organic cotton and top-quality materials. A statement in the face of fast fashion, the Manchester-based label is saying no to the commonplace practice of mindlessly producing mountains of clothing that’ll be out of style in no time, instead celebrating simple, statement styles that are guaranteed to stand the test of time. Undeniably one of the UK’s most exciting up-and-coming ethical streetwear brands, last year the label was awarded ‘‘Best Nights streetwear Capsule’ for its one-of-a-kind premium pieces, a worthy accolade for this statement-making label. Continuing to successfully change the face of fashion and have Mother Earth’s back, the brand is certainly one we’re down to a champion, the complete collection of eco-friendly, biodegradable pieces guaranteed to fit into every growing collection. Reflecting on the label’s impressive ethos, 474co’s operations director Williams Adeho adds “As the main contributor to climate change issues from the angle of waste to energy, I am proud to have directed yet another project championing eco-friendly streetwear designs, contributing to the climate and environment”.

Striking a balance between streetwear and luxury fashion, 474co and Jägermeister haven’t come to play with these versatile pieces. Emboldened with bright colours and eye-catching graphics, you can transition from bedroom to bar and still feel super fresh. In terms of Jägermeister making clothes, this isn’t their first rodeo. Christian Stindt, Marketing Director at Jägermeister, reflects: “Following on from last year’s internationally successful ‘Best Nights streetwear Capsule’, we want to bring the nightlife scene to a sequel streetwear capsule. 474co has designed a unique, ethical, genderless, streetwear collection”. Easy on the environment, and on our eyes – the Jägermeister x 474co collab is the answer to our planet-conscious prayers.

To shop the collection, head here

474CO × JäGERMEISTER

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