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Dewar’s is out to reach a younger man and will collaborate with trendy retailer Freemans Sporting Club this holiday season.
This story first appeared in the August 9, 2012 issue of WWD. Subscribe Today.
The Scotch brand worked with Freemans’ creative director, Taavo Somer, to produce a limited-edition utility roll made from waxed cotton and bound by two leather straps with brass buckles. The bag unrolls to reveal numerous leather pockets that are hand-sewn and lined with Dewar’s Highlander Tartan fabric — one of which sized to hold a bottle of Dewar’s 18-year-old in a custom flask. The bag features a co-branded label.
“We decided it was time to reach out to a younger tastemaker,” said Gabriel Cardarella, national brands ambassador for Dewar’s. “So who better to get on board with than Freemans?”
Somer said the idea came to fruition in less than two weeks after he was approached by the Dewar’s team. “I like multiuse and multifunction products, and this bag lends itself to a lot of things.” The bag is manufactured in Brooklyn, N.Y., and can be washed when it gets soiled. “We’re making 200 of them but because we do our own manufacturing, we can turn it quickly and crank it out,” he said.
When not holding the Scotch, the bag can be used as a multifunctional accessory that can be clipped onto a touring bicycle for trips around town or converted into a dopp kit for a traveler.
Somer said this is the first collaboration with Dewar’s, a brand that he is fond of. “When we started this business, we played pool and drank Dewar’s on Thursday nights. So it was a no-brainer,” he said.
The bag will be available for $150 at Freemans’ boutiques in New York and San Francisco, as well as online. Each bag comes with the Dewar’s flask and can be monogrammed for an additional $20. The 18-year-old Scotch is sold separately.