Bacardi-owned vodka brand Grey Goose is celebrating its French heritage in Canada with a series of pop-ups bolstered by a partnership with Canadian sustainable fashion brand the Frankie Collective.
The brands collaborated to launch a unique, 10-piece clothing collection made entirely from upcycled materials, including tennis skirt, track jacket, tailored shorts and a tote bag.
The partnership is “born from a mutual appreciation for the natural world,” and is intended to show off both brands’ sustainable bona fides, says Kate Watson, senior brand manager at Grey Goose.
“Both the Frankie Collection and Grey Goose Vodka approach their craft in similar ways,” she adds. “Each brand cultivates quality materials and transforms them into something extraordinary, all while minimizing our impact on nature.”
“Each item has been thoughtfully crafted, highlighting the unique character of both brands,” adds Sara Gourlay, creative director with the Frankie Collective, which is based in Vancouver. “The designs are both sporty and stylish, reflecting the spirit of the season.”
The collection is debuting as a tease to Grey Goose’s larger summer lux-positioned initiative in the Canadian market, called “The Lawn Club.” That experiential effort, which launched in early July, saw the popular vodka brand hosting weeklong clubhouse lawn bowling activations in major cities across the country – namely, Toronto, Calgary, and in August, Vancouver and Montreal.
It is intended to celebrate the brand, while also giving Canadians “a taste of the French joie de vivre,” Watson says.
Guests can now register for the the Montreal event, which consists of a round of the French lawn bowling game Pétanque, followed by post-game cocktails featuring the brand’s vodka and chef-made crêpes.
Meat & Produce was the agency that worked with the brands on PR.
