Puffer Jacket Powered By Beer Is The First To Be Made For The Heat
Image via Tiger
A Heineken-owned lager brand is showing off its thirst for functional, street-worthy fashion by creating the world’s first puffer jacket with a beer-powered cooling system. For the project, Tiger Beer, brewed in Singapore and popularly served in Asia, tapped London-based fashion designer Izzy Du to make the counterintuitive wear a reality.
Puffer jackets have become a global fashion obsession, spotted on everyone from Gen Z individuals to celebrities and even AI-generated impressions of the Pope. And although they appeal to the desire for coziness, they are often impractical in tropical climates and in the summer.
Image via Tiger
No sweat, literally. The TIGER Summer Puffer overcomes these pain points with a cooling system powered by an ice-cold Tiger Beer. The technology chills water circulating through silicone tubes that are strategically placed to cool the wearer’s body by up to 5°C (41°F) in the sun, allowing them to stay cool, regardless of the weather.
Du also infused Tiger Beer’s bold identity into the outerwear with elements like a vibrant orange hue, tiger ears, fangs, and subtle stripes that pay homage to the brand.
Image via Tiger
“Making a puffer for the summer is an external expression of how refreshing and cool it feels to drink a Tiger. I started with the feeling of opening an ice-cold can of beer, and playing with the colors of the brand, before imbuing the aesthetics of the puffer with a new function,” the designer explains.
Image via Tiger
The garment is the sublime cool brainchild of Tiger Beer and Du, along with Japanese branding firm Whatever Co. and advertising agencies BBH Singapore and LePub APAC. Inspired by technology that keeps astronauts cool in extreme conditions, they fine-tuned various cooling system designs to ensure maximum effectiveness.
Image via Tiger
According to Whatever Co.’s chief creative officer Masashi Kawamura, the statement jacket even became too cold to wear during a trial run, a testament to how well it works.
Image via Tiger
The TIGER Summer Puffer jacket is slated to debut at Paris Fashion Week. Afterward, it will head to the ZoukOut dance music festival in Singapore, in December, where festival-goers can have a sense of its cooling design firsthand.
[via Tiger Beer, images courtesy]
This article was crafted with assistance from an AI engine, and has been manually reviewed & edited.
