British designer Ahluwalia has teamed up with scotch whisky brand Glenfiddich to create specially designed jackets for bar staff.
Serving as the Scottish distillers latest fashion partnership, the ‘Glenfiddich Rare Measures by Ahluwalia’ features 150 luxury garments specially created for the British bartending community, with 5 items made available to members of the public to win, via a ballot of the Glenfiddich website.
Highlights in the collection include a gender-neutral, satin bomber jacket designed by Priya Ahluwalia that utilises vintage, recycled, and sustainable fabrics and features the label’s iconic wave pattern combined with the original map of the Glenfiddich distillery in Dufftown, Scotland.
Glenfiddich brand ambassador to Scotland, Mark Thomson says: “Glenfiddich is always looking for ways to push the limits of what’s expected from a whisky brand. Similarly, Priya has been breaking boundaries in the fashion industry so partnering with her and the Ahluwalia brand for this first-of-its-kind fashion partnership for Glenfiddich UK made perfect sense.
“We want to use this partnership and the stunning jacket she has designed to say thank you to the bartending community as we head into what will be the busiest quarter of the year for the ontrade; a garment that not only looks great but perfectly embraces Glenfiddich’s rich history.”
With founder, and creative director Priya Ahluwalia adding: “Being able to immerse myself in the history and character of Glenfiddich whilst up at the distillery was an integral part of the creative process.”
“I wanted to create something that was true to the Ahluwalia world aesthetic, whilst incorporating Glenfiddich’s history, but most importantly championed its drive to innovate and look forward. We’ve used the original distillery map as the base design as the centrepiece of the jacket then combined traditional and contemporary materials to represent the brand’s modern values.”
