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Malibu partners streetwear brand, Aries, in limited edition collaboration

Malibu partners streetwear brand, Aries, in limited edition collaboration
TRAFFIC JAM STUDIO
Andy Marino
By Andy MarinoJul 24, 2023
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Following a global brand refresh and another stellar year of growth, Malibu rum has today announced its partnership and limited-edition collaboration collection with cult luxury streetwear brand, Aries. One which celebrates the hyper-real spirit of an endless summer and captures the unguarded energy of those making the most of now.

In what is viewed as a first between a fashion and a spirits brand, Aries and Malibu, two mainstays of pop culture, unconcerned by the rules of modern life – have embraced AI technology as the facilitator of their shared values of freedom, creativity and self-expression.

The limited-edition merchandise created for the collaboration consists of 6 SKUs and brings to life the fantasy of a blended past, with references pulled across the decades, remixed to create a post-modern ideal of an endless summer.

MALIBU ARIES TEE 02

“Malibu has been doubling-down on spreading a summer mindset – and we’ve seen unprecedented growth as a result," said Tad Greenough, Global Chief Creative Officer at The Absolut Company. "We’re on a mission to accelerate our ambition – which is why we’ve embarked on an exciting global partnership strategy, that includes some rather unexpected collabs, like Aries.

“Aries has always appealed to me – their ability to subvert norms in a positive way brings a new and refreshing lens on street culture. 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.

The collection ranges in price from £40 to £1,200 and can be purchased either in Aries’ flagship Soho store, or online at www.ariesarise.com for a limited time only.

ariesmalibutad greenoughthe absolut company

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