1664 partners with urban fashion brand CLOT to drive Asian growth

French beer brand 1664 has announced a partnership with urban fashion brand CLOT. Combining CLOT’s innovative design philosophy with 1664’s playful elegance, the collaboration reflects a shared commitment to celebrating cultural diversity and creating unique premium experiences that resonate with modern consumers across the region, according to a release seen by MARKETING-INTERACTIVE.

As a part of the collaboration, CLOT’s 'Silk Royale' pattern has been adapted to reflect 1664’s aesthetics in a showcase of East meets French through intricate designs and vibrant colours, blending French flair with Asia’s dynamic spirit. The partnership’s theme “Celebrate with a twist,” aims to encapsulate the innovative spirit of both brands— transforming everyday moments into extraordinary celebrations. 

The regional campaign will debut at ComplexCon Hong Kong from March 21 to 23, featuring a fabric shop-inspired speakeasy activation that blends heritage with modern innovation. It will also include exclusive merchandise, such as a limited-edition lanyard available only at the event. Following the launch, the campaign will roll out across Hong Kong, Singapore, Malaysia, and Vietnam in the coming months.  

Don't miss: Why food and fashion is a delicious combo marketers can't seem to resist

According to 1664, the collaboration extends beyond exclusive merchandise and limited-edition beer packaging tailored to specific regions. It said that it represents a bold step towards strengthening 1664’s premium positioning in Asia while celebrating cultural diversity.  

Arindam Varanasi, commercial vice president of Carlsberg Asia, said “This collaboration is a strategic milestone for 1664 as we continue to elevate our premium portfolio across Asia under the accelerate SAIL strategy. Through this partnership, we aim to expedite the growth of our premium offerings and boost the premium visibility.” 

“By partnering with CLOT, we are not only celebrating cultural diversity but also reinforcing our commitment to creating unique, premium experiences that resonate with consumers. We look forward to driving this across various consumer touchpoints,” he added.  

Meanwhile, Rommel P. Fuentebella, senior director, premium and execution of Carlsberg Asia, said “Fashion and design have always been integral to 1664’s DNA. This collaboration fuses French flair with Asian edge, creating premium beer experiences that resonate with today’s consumers.” 
 
He also added: “It’s an opportunity to redefine how people celebrate—whether through intimate gatherings or festive occasions—while strengthening our brand’s position as a leader in premiumisation.” 
 
Simon Wat, general manager of CLOT, said that their aim was to create a product that is both visually appealing and tells a story of cultural fusion. “Collaborating with 1664 has been an exciting journey, and we’re thrilled to offer a collection that celebrates the richness of cultural differences while elevating everyday moments.” 

CLOT is a streetwear label and the brainchild of singer and fashion designer Edison Chen, conceived from the desire to bridge East and West through designer apparel and goods. CLOT has partnered with brands such as adidas, Bang & Olufsen, Coca-Cola, Supreme, Nike, Rimowa and more. 

Beer brands have been on the move to update their look to appeal to younger generations, by collaborating with artists and designers. Recently, Asahi Super Dry partnered with Japanese art project, TERADAMOKEI, to launch limited-edition Model Kit designed cans and packaging. The packaging and key visual of the limited-edition design incorporate a 1:100 scale Model Kit concept, a hallmark of TERADAMOKEI’s work. 

Last year, Tiger Beer also unveiled a striking new look to embody bold progress while staying deeply connected to its rich heritage. The updated design speaks to modern consumers who value authenticity and innovation but also uncages its iconic Tiger mascot—a symbol of progress and courage.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:
Carlsberg HK named official beer partner of Kai Tak Sports Park
Asahi Super Dry brings unexpected Lunar New Year celebrations to beer drinks
How 1664 Brut transforms classic tram ride into mobile speakeasy