1664 Blanc, the fastest-growing premium brand in Malaysia, shared good taste with a twist via an exclusive fashion collaboration with streetwear brand Nerdunit in the first-ever virtual launch for a beer brand in Malaysia.
The 1664 Blanc has a long and rich history of collaborating with international designers such as Christian Lacroix and Philippe Starck, as a way of putting a twist to the brand’s ethos of sharing good taste. However, marking the first in the brand’s history is the collaboration with anAsian designer – none other than Malaysia’s leading urban fashion brand Nerdunit – who gained international prominence and critical popularity since the brand was founded in 2011.
The 1664 Blanc X Nerdunit collection was launched at a virtual party on 1664 Blanc’s Facebook page, a first for both brands, where 1664 Blanc showcased “sharing good taste with a twist” through Nerdunit’s contemporary streetwear collaboration as a homage to the unique hint of citrus characteristic of the French-style wheat beer and its elegant blue bottle.
The virtual party which was hosted by 1664 Blanc ambassadors Venice Min, Josh Kua, Neal Edwin, Brynn Lovett and Sanjna Suri, was attended by more than 18,000 fans and also featured a virtual fashion show and performances from the ambassadors.
“As the fastest-growing premium beer brand in Malaysia, 1664 Blanc is the perfect brand to marry classic French elegance to modern Malaysian fashion through this unique collaboration with Nerdunit, the result of which is one of the most exciting streetwear collections launched this year and available exclusively through Nerdunit’s boutique and 1664 Blanc’s consumer promotions,” said Marketing Director of Carlsberg Malaysia, Caroline Moreau.
Nerdunit’s latest line-up was inspired by 1664 Blanc’s French chic and distinctive blue and white brand imagery and the line includes a limited-edition reversible bomber jacket, a t-shirt with Nerdunit’s signature, flight tag accessories, a pouch, cap and mobile phone pop-socket.
“Since we cannot share good taste in person during these times, we eschewed a traditional launch event for a virtual one, the first of its kind for a beer brand here, riding on the growing global popularity of ‘cloud parties’ to engage our consumers with an exciting launch they could experience and participate in while celebrating responsibly in the comfort of their own homes,” Moreau added.
Due to overwhelming demand, 1664 Blanc has extended its consumer promotions to 31 July.