Singapore, nineteenth September 2023 – At this time, 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 get pleasure from this vogue staple!
Puffers have turn out to be considered one of Gen Z’s hottest obsessions the world over, impressed by celeb-approved kinds and iconic runway appears – however in Tiger Beer’s house 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 through 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 Inventive Officer at No matter Co. stated, “Impressed by the identical tech that retains astronauts cool in excessive temperatures, we tried quite a lot of cooling system designs, every making the jacket more practical at retaining the wearer cool for so long as attainable. 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 turned too chilly to put on, and we needed to tune it all the way down to get it to the proper temperature.”
By way of design, Du captured the boldness of Tiger Beer and integrated a variety of design cues impressed by the model, paying homage to a tiger with design parts like a daring and vivid orange hue, tiger ears, a pair of fangs, and a delicate 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 taking part in with the colors of the model, earlier than imbuing the aesthetics of the puffer with a brand new operate,” stated Du. The Chinese language-Canadian designer has been making waves on the earth of puffer vogue with voluminous types 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 trying the unthinkable.
“This concept is very modern and hyperlinks to Tiger Crystal’s refreshment proposition to resonate with our goal shoppers in a brand new and thrilling method,” stated Sean O’Donnell, International Model Director at Tiger Beer. “The puffer jacket is considered one of vogue’s hottest gadgets amongst Gen Z and millennials throughout Asia however there’s one problem: it could possibly’t be worn within the warmth of the tropics. At Tiger we’ve been defying the chances since 1932 by brewing beer in tropical climate when others stated it couldn’t be finished. Tiger Crystal refreshes you once you’re on fireplace, 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 current Brewed For Your Fireplace marketing campaign for Tiger Crystal which dropped at life on-fire moments and crystal-cold refreshment collectively by means of a dynamic mash-up of enjoyable live-action footage and Gen-Z-inspired animations.
Sascha Kuntze, Chief Inventive Officer of BBH Singapore stated, “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 Inventive Director at LePub APAC, stated: “At LePub, we consider 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 staff in bringing this piece to APAC and the remainder of the world. Izzy has additionally been an incredible collaborator, uniting the worlds of Tiger Beer and vogue in probably the most gorgeous, memorable method.”
The TIGER Summer season Puffer assertion jacket, that includes the world’s first beer-powered cooling system, will 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 operating dance music pageant. Happening within the tropical warmth of Singapore in December 2023, pageant goers may have the chance to witness the TIGER Summer season Puffer in motion, combining vogue with music.
