Earlier this year, 1664 unveiled its first-ever regional collaboration with renowned urban fashion label CLOT, founded by Edison Chen. Spanning key Asian markets including Hong Kong, Singapore, Malaysia, and Vietnam, this partnership is part of Carlsberg’s Accelerate SAIL strategy to drive premium growth across Asia.
The collaboration uniquely merges 1664’s signature French elegance with CLOT’s bold streetwear aesthetics, targeting a new generation of culturally aware, modern consumers. Central to the campaign is the adaptation of CLOT’s iconic Silk Royale pattern to symbolise a fusion of Eastern heritage and Western sophistication, captured under the theme “Celebrate with a Twist.”
The initiative kicked off at ComplexCon Hong Kong in late March, featuring a Fabric Shop-inspired speakeasy pop-up and exclusive merchandise, including a limited-edition lanyard. The campaign will progressively expand across the region with localised events designed to offer premium beer experiences infused with fashion and cultural storytelling.
Elevating Everyday Moments
On local shores, 1664’s renewed “Bon Appétit-lah” campaign in 2025 continues this creative momentum, blending French brewing culture with Asian streetwear.
A highlight is the two-day takeover of Kuala Lumpur’s TRX Raintree Plaza on June 13 and 14, where guests can indulge in an Asian-French fusion menu alongside exclusive 1664 x CLOT merchandise and a speakeasy-style fabric store. Fans who miss the event can participate in the 1664 Blue Hour at 30 venues across Malaysia during June and July, featuring chances to win limited-edition items like ceramic tumblers.
When asked about the inspiration behind partnering with CLOT, Rommel Fuentebella, Senior Director, Premium Brands and Execution, Carlsberg Asia explained that the collaboration with CLOT was inspired by its bold, modern take on urban fashion—an ideal partnership to 1664’s premium brand image. “CLOT’s cultural relevance and forward-thinking approach align seamlessly with 1664’s ambition to accelerate premium growth across Asia.”
The choice to centre the campaign around a fabric pop-up speakeasy was deliberate. “Fabric represents tradition, craftsmanship, and connectivity—values that resonate strongly across Asian communities,” Fuentebella said. “By weaving this concept into an immersive speakeasy experience, 1664 and CLOT create a culturally relevant space that feels both familiar and aspirational.”
Fashion As A Pillar
Rommel Fuentebella, Senior Director, Premium Brands and Execution, Carlsberg Asia.
Fashion and design have long been integral to 1664’s identity. Fuentebella highlighted that the collaboration marks a significant milestone as the brand continues to elevate its premium portfolio across Asia, aligned with its Accelerate SAIL strategy. “By joining forces with CLOT, we’re not only celebrating cultural diversity but also reaffirming our commitment to creating unique, elevated experiences that resonate with today’s consumers.”
The partnership aims to bridge East Asian creativity with French elegance, crafting a premium urban fashion collection that tells a compelling story of cultural fusion and sophistication. The campaign represents a fresh take on premium beer culture, redefining celebration from intimate gatherings to large cultural events.
Future Collaborations and Regional Expansion
Looking ahead, 1664 intends to continue engaging with local and regional designers across Asia.
“Asia is a vibrant, diverse region with a wealth of creative talent,” Fuentebella noted. “Collaborations such as the one with CLOT allow us to share our passion for good taste, storytelling, and premium execution, building deeper connections with consumers through fashion, design, and unique experiences.”
The response to the campaign launch in Hong Kong has been overwhelmingly positive.
“Launching in Hong Kong—a city known for its dynamic East-West blend—was the perfect starting point,” the spokesperson said. “The Fabric pop-up shop captured attention for its unique concept, merging fashion, culture, and premium lifestyle. We’ve seen strong engagement both on the ground and digitally, with consumers resonating with cultural fusion and everyday elegance.”
Innovation and Cultural Connection
1664 sees these partnerships and innovations as essential to its growth in the competitive Asian market. “Collaborating with influential partners like CLOT lets us tap into dynamic audiences and create culturally resonant experiences,” the spokesperson explained. “Our approach blends premium quality with local relevance, pushing boundaries to redefine premium beer perception and engage consumers in fresh ways.”
By continuously creating distinctive experiences, 1664 aims to solidify its position as a leader in premiumisation across Asia, strengthening its connection with consumers through a blend of tradition, creativity, and modernity.
