Singapore, nineteenth September 2023 – Immediately, Tiger Beer introduced its collaboration with dressmaker Izzy Du, who is thought 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 trend staple!
Puffers have turn out to be one among Gen Z’s hottest obsessions the world over, impressed by celeb-approved types 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 time 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 time Puffer, Tiger Beer and Du labored with a artistic studio in Japan, No matter Co. Masashi Kawamura, Chief Inventive 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 more practical 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 turned too chilly to put on, and we needed to tune it all the way down to get it to the best temperature.”
When it comes to design, Du captured the boldness of Tiger Beer and integrated quite a few design cues impressed by the model, paying homage to a tiger with design parts like a daring and vibrant 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 perform,” mentioned Du. The Chinese language-Canadian designer has been making waves on this planet of puffer trend 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 percentages and making an attempt the unthinkable.
“This concept is extremely modern and hyperlinks to Tiger Crystal’s refreshment proposition to resonate with our goal shoppers in a brand new and thrilling means,” mentioned Sean O’Donnell, International Model Director at Tiger Beer. “The puffer jacket is one among trend’s hottest objects amongst Gen Z and millennials throughout Asia however there’s one problem: it could actually’t be worn within the warmth of the tropics. At Tiger we have now been defying the percentages since 1932 by brewing beer in tropical climate when others mentioned it couldn’t be completed. Tiger Crystal refreshes you once you’re on hearth, so why not make a puffer jacket with a beer-powered cooling system that does simply that?”
The TIGER Summer time Puffer follows the model’s current Brewed For Your Hearth marketing campaign for Tiger Crystal which dropped at 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 Inventive Officer of BBH Singapore mentioned, “It’s at all times 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 Govt Inventive Director at LePub APAC, mentioned: “At LePub, we consider the one means for manufacturers to win is to resonate in tradition at scale, and it’s a pleasure to work with the Tiger Beer international workforce 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 trend in probably the most gorgeous, memorable means.”
The TIGER Summer time Puffer assertion jacket, that includes the world’s first beer-powered cooling system, might be skilled first-hand throughout Paris Trend Week.
After its debut in Paris, Tiger Beer is bringing the TIGER Summer time 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 time Puffer in motion, combining trend with music.
