Repping Street Culture With Bacardi in Poland

Embedding Bacardi within street culture using clothing as an extension of self expression.

23rd Apr, 2020

Global Creator Network | Lifestyle

One of the biggest storylines in fashion around the globe has been the rise of streetwear. Clothing styles across the spectrum have witnessed a transition to a more casual and genre inspired aesthetic. Keeping this in mind along with the rise of hip hop in Poland from a subculture to a dominant music genre, we along with Bacardi decided to lend a sense of belonging and shared culture to our customers.

With this mission in mind, we collaborated with one of the leading rap artists in Poland, Blacha and his streetwear line called New Bad Line. The association embodies liberation and self-expression at the core of the design aesthetics, in a manner that lends the clothing line an identity which resonates with the fans and customers. Through this collaboration, we identified the best selling designs and built upon existing palates along with Bacardi brand visuals for seamless integration. We created a total of 12 designs, 2 crop tops, 4 unisex hoodies, 2 sweatshirts and 4 T-shirts. As anticipated, within the first week of the drop, 6 of the 12 designs became the hottest designs on the website. We announced the release on the official website and the brand handles and much to our anticipation the customers loved the collection and we sold out within 4 months from the drop.

With good music and popular designs as our strong suits, we managed to devise a content-to-commerce strategy which marries the two together. Our extended collaboration with Blacha has made him the face of the designs in the region, which has now brought brand visibility on all his social media platforms. In 2020, we released another music video with the artist, featuring the collection to build hype for the next edition.