Absolut has teamed up with luxury menswear brand clothsurgeon to unveil ‘Absolut T Project.’ The new collaboration with the London-based clothing brand follows the Swedish Vodka company’s long history of supporting the arts and working with the fashion industry.
The Absolut T Project collection features 79 limited-edition T-shirts that capture the beauty that manifests when different backgrounds, cultures, and ideas come together as one. Drawing inspiration from the iconic white T-shirt and its history as a tool for activism and change, Absolut and clothsurgeon reinterpret the garment with Clothsurgeon creative director Rav Matharu‘s signature attention to detail and craftsmanship.
Each piece is crafted from organic sourced fabrics from across the globe, locations that are meaningful to the Creative Director. The technical jersey arrives from Japan, slub from India, heavy jersey from the USA, mercerized cotton from Italy and cotton collar ribbing from England; the materials blend to form the silhouette. These fabrics are woven with the Absolut medallion, creating a detailed patchwork. The collaboration is designed to weave cultures together, applying Matharu’s vision for innovation, quality, and equality.
“When Absolut approached me for this project, I knew I had to say yes, said Matharu. “Absolut is a true icon with an authentic and unrivaled legacy in design. This is something I’m proud to put my stamp on and quite literally, weave cultures together.”
Matharu added, “I chose countries where I regularly source high-quality fabric for the Clothsurgeon brand, and also countries that mean something to me personally and emotionally. I am UK born and bred, but India is very close to my heart. Recycled slub cotton from India really embodies the chaotic beauty and character of the country, in particular Mumbai, where my grandparents live. A technical jersey from Japan, as I have always looked to the Japanese for innovation and pushing style boundaries.”
“Now more than ever, creativity is a means to keep us connected and inspired,” added Tad Greenough, global creative director at Absolut. “We felt Clothsurgeon was the perfect collaborator – the brand’s reputation for quality, equality, and innovation in tailoring to really push the boundaries is in perfect synergy with our brand mission – to create better together.”The Absolut clothsurgeon T Project T-Shirt will retail for $126 USD (£95 GBP) on Clothsurgeon’s official website beginning December 17.