Singapore, nineteenth September 2023 – Right now, Tiger Beer introduced its collaboration with dressmaker Izzy Du, who is understood for revolutionising outerwear in London, to create the world’s first puffer jacket with a beer-powered cooling system made particularly to maintain you cool in tropical warmth. Created with the assistance of BBH Singapore and LePub APAC, now folks everywhere in the world, whatever the climate, can take pleasure in this style staple!
Puffers have develop into one in every of Gen Z’s hottest obsessions the world over, impressed by celeb-approved types and iconic runway appears – however in Tiger Beer’s residence area of Asia, the tropical warmth means this wardrobe must-have is a no-go.
To beat the warmth, the TIGER Summer season Puffer’s cooling system is powered by an ice-cold Tiger Beer, which chills water that’s pumped across the wearer’s physique by way of a community of silicone tubes. These tubes make contact with key factors the place the arteries are closest to the pores and skin, cooling the physique down by as much as 5°C within the solar.
To engineer the tech behind the TIGER Summer season Puffer, Tiger Beer and Du labored with a inventive studio in Japan, No matter Co. Masashi Kawamura, Chief Artistic Officer at No matter Co. mentioned, “Impressed by the identical tech that retains astronauts cool in excessive temperatures, we tried a wide range of cooling system designs, every making the jacket simpler at protecting the wearer cool for so long as potential. We examined numerous tube placements, tube supplies, water tank designs and digital wiring earlier than touchdown on the ultimate mechanism. We even had a trial run the place the jacket grew to become too chilly to put on, and we needed to tune it right down to get it to the proper temperature.”
By way of design, Du captured the boldness of Tiger Beer and integrated numerous design cues impressed by the model, paying homage to a tiger with design components like a daring and shiny orange hue, tiger ears, a pair of fangs, and a refined striped sample.
“Making a puffer for the summer season is an exterior expression of how refreshing and funky it feels to drink a Tiger. I began with the sensation of opening an ice-cold can of beer, and enjoying with the colors of the model, earlier than imbuing the aesthetics of the puffer with a brand new operate,” mentioned Du. The Chinese language-Canadian designer has been making waves on the planet of puffer style with voluminous kinds and unrepeatable originality. Her daring imaginative and prescient makes her an ideal match for Tiger Beer, a model that believes in defying the chances and making an attempt the unthinkable.
“This concept is extremely progressive and hyperlinks to Tiger Crystal’s refreshment proposition to resonate with our goal shoppers in a brand new and thrilling method,” mentioned Sean O’Donnell, International Model Director at Tiger Beer. “The puffer jacket is one in every of style’s hottest gadgets amongst Gen Z and millennials throughout Asia however there’s one problem: it may well’t be worn within the warmth of the tropics. At Tiger we have now been defying the chances since 1932 by brewing beer in tropical climate when others mentioned it couldn’t be achieved. Tiger Crystal refreshes you while you’re on hearth, so why not make a puffer jacket with a beer-powered cooling system that does simply that?”
The TIGER Summer season Puffer follows the model’s latest Brewed For Your Hearth marketing campaign for Tiger Crystal which delivered to life on-fire moments and crystal-cold refreshment collectively by a dynamic mash-up of enjoyable live-action footage and Gen-Z-inspired animations.
Sascha Kuntze, Chief Artistic Officer of BBH Singapore mentioned, “It’s all the time a pleasure to work with manufacturers daring sufficient to play in popular culture. And with refreshment so intrinsic to Tiger Beer, it’s solely pure for them to refresh puffer jackets for drinkers in Asia.”
Cyril Louis, Regional Government Artistic Director at LePub APAC, mentioned: “At LePub, we imagine the one method for manufacturers to win is to resonate in tradition at scale, and it’s a pleasure to work with the Tiger Beer world group in bringing this piece to APAC and the remainder of the world. Izzy has additionally been a tremendous collaborator, uniting the worlds of Tiger Beer and style in essentially the most beautiful, memorable method.”
The TIGER Summer season Puffer assertion jacket, that includes the world’s first beer-powered cooling system, could be skilled first-hand throughout Paris Trend Week.
After its debut in Paris, Tiger Beer is bringing the TIGER Summer season Puffer to Asia for ZoukOut, Asia’s longest working dance music pageant. Going down within the tropical warmth of Singapore in December 2023, pageant goers can have the chance to witness the TIGER Summer season Puffer in motion, combining style with music.
