For several years, German liquor brand Jägermeister has been a welcome guest in the sneaker and streetwear scene. From release events to anniversary parties, the liqueur appeared in well-assorted bars and mobile fridges as one of the go-to drinks for street culture crowds. But with its distinct identity, Jägermeister is way more than just another type of booze. That’s why the Jägermeister #firstdrop collection translates this unmistakable appeal to 6 cutting-edge streetwear pieces. And to not only release a selection of fresh garments but also get the community itself involved, Jägermeister teamed up with several faces that are well-known in German streetwear circles.
Originated in the Lower-Saxony city of Wolfenbüttel amost 85 years ago, the liquor contains 56 different herbs, fruits, roots, and spices. Next to this prominent number and the unique aromatic taste, the Jägermeister bottle design stands out the most. Featuring a stag emblem and color palette of white, green and orange, the design famously inspired 2017’s KangaROOS sneaker collab. But for the streetwear collection, Jägermeister now took a more refined approach and experimented with deconstruction and minimalism.
Style over branding
What’s immediately noticeable: There’s no obvious in-your-face branding on these 6 pieces. The basic Jägermeister DNA is there, but it’s way more nuanced and clever than you would expect. A prime example for that is the pattern tee. It shows a unique texture gradient on the chest with a German text description of the color green and its meaning for Jägermeister beneath it. And instead of the famous logo, the back simply reads its four main elements as written words, “Circle – Stag- Ray – Cross”. An even more daring design appears on the “56” hoodie. Its front print describes the “Siegel” logo as you would see it in trademark guidelines, including advertising and print statements. The “Inside Shot” tee then delivers exactly what the name suggests, as the large front print shows the Jägermeister production facility in Wolfenbüttel.
The “Night Out” track suit is another streetwear staple with an individual touch, as the “Wolfenbüttel” tapes lines in white and orange on the sides contrast the green texture gradient. A matching waist bag and the mandatory pair of socks complete the collection with two essential accessory pieces that received the unmistakable Jägermeister treatment.
From the community – for the community
As mentioned before, a crew of familiar faces from the German streetwear scene are involved with #firstdrop. First up, Christopher Blumenthal a.k.a. Dead Stock Sneakerblog acted as a co-designer for the collection. “All items are favorite pieces from my closet that I love to wear during partying or from day-to-day,” the sneaker blogger explains. And he adds: “„My personal fave is the tracksuit – the pants go perfectly with sneakers when slightly opened.“ For more insights into his work on the collection, also read the post on his blog here.
And for the visual presentation, Jägermeister put together a crew of creatives that all embody the values of non-conformism, authenticity and freedom in their own way. The heart of this campaign is none other than Gramps, the most stylish senior citizen that ever appeared in your IG feed. He is joined by Anni aka @llifeisapigsty, Aaron Night (@aaronnight), Niklas (@ezcape) as well as Masha Medusa (@masha_medusa). As the crew assembled at the Jägermeister production site in Wolfenbüttel, photographer Pascal Kerouche (@mmpascal) captured some shots of the #firstdrop collection and the people that inspired it.
Release Details – Jägermeister #firstdrop Streetwear Collection
The Jägermeister #firstdrop collection releases on September 20, 2019 via shop.jaegermeister.de. Prices for the 6 pieces range from 14 € (socks) to 89 € (track jacket).