British luxury streetwear brand Aries, has entered into a partnership agreement for a special limited edition collection with Malibu, a famous rum-based coconut-flavoured liqueur brand.
The brands are using artificial intelligence (AI) in their collaborative effort to facilitate their shared values of freedom and creativity. They are also using an AI-generated campaign which includes stills and animated graphics designed by Aries’ in-house graphics team.
The newly designed collection consists of T-shirts boldly showing the Aries x Malibu logo, a dip-dyed string vest, a hand-sprayed trucker cap, and an Aries premium varsity jacket with hand-embroidered patches
The collaboration is available at the Aries flagship store in London’s Soho and on their website.
Tad Greenough, Global Chief Creative Officer at The Absolut Company, said, “From the moment we met Sofia and her team, we knew the collaboration was going to be insanely good – they could help us animate the optimism of Malibu in a way we’ve never done before.”
He further added, “The prospect of AI – demonised by some, but something we think has unlimited potential to push creativity forward – was incredibly exciting for both of us. The work itself is a true first for Malibu in terms of process and the finished result.”
