Miller High Life is hoping beer and fashion don’t make an odd cocktail. The beer company has introduced a capsule collection of men’s wear made up of six pieces inspired by its vintage ads, including pocket T-shirts for $35, riding pants for $88, a denim trucker jacket for $175 and a three-button shooting blazer for $250.
Miller High Life was founded in 1903 and one of its signature ads is a girl in a moon logo that Chicago-based Stock Mfg. Co. embroidered on the back of the denim jacket as well as inside the sportsman’s jacket. “She makes two appearances,” said Jim Snediker, chief executive officer and founder of Stock.
Snediker said the beverage brand is mining its history this month by releasing heritage cans and bottles and was “looking for someone to do something cool around that. We pitched them the idea for a capsule collection and asked to look at their archives to come up with ideas. They had some really interesting print ads, so we created the collection based on pieces from the 1910s through the 1980s.”
The line will be available at Stock’s online store and its brick-and-mortar location in Chicago and a pop-up at 40 Ludlow Street in New York open this weekend only. Happy hour will be from 5 to 7 p.m. each day. This is about a beer brand, after all.