Asahi Beverages' Premix Vodka Cruiser is launching a branded streetwear range and e-commerce store called Cruiser Couture.
Cruiser Couture represents the brand’s first permanent foray into the world of fashion after previous one-offs were a hit with Cruiser fans.
Vodka Cruiser was established in 2000 with premium triple-distilled vodka and sweet, fruit-inspired flavours. Its new Cruiser merchandise embodies the brand’s signature bright colours and flavours.
The core range of Cruiser Couture incorporates wardrobe items such as tees, bucket hats, beanies, swimwear and other seasonal items.
The collection extends beyond ready-to-wear into bar fridges, eskies and mobile phone cases.
To commemorate the occasion, Vodka Cruiser has designed two limited-edition Australian-made hoodies - with one inspired by a varsity jumper and the other a tribute to one of its most popular flavours, Juicy Watermelon. Both will be available to purchase until sold out.
Cruiser Couture was launched at a bottle-o drive-through transformed into a makeshift catwalk.
“Cruiser Couture is more than just great quality merch, it represents the fun, confident lifestyle the Vodka Cruiser brand has become synonymous with amongst young Australians,” said Vodka Cruiser Brand Manager, Georgina Chao.
“We are all about loads of flavour and bold colour, so naturally our merch isn’t couture, but we’re here to show everyone can be a fashion icon. And who’s to say a denim jacket embroidered with Cruisers can’t be couture?”
“We love how loyal Cruiser fans are. When they wanted to be able to shop Cruiser merch 365 days a year, we knew we had to make it happen. The limited-time-only drops we’ve done previously always go off, but Cruiser Couture is officially here to stay. And we will keep looking for ways to keep the range fresh and exciting.”
“We can’t wait to see people wearing the collection out and about this summer, at their end-of-year celebrations, festivals and more. Maybe even matching with their fave Cruiser drink in hand.”
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