1664 has set its sights on expansion in Asia and they’ve tapped CLOT to help. The world’s No.1 French beer brand has announced its first-ever collaboration with the urban fashion label founded by Edison Chen to drive strategic growth across Hong Kong, Singapore, Malaysia and Vietnam.
Unveiling its regional campaign in Hong Kong recently, the brands announced a roll-out in Asian markets in the months ahead. This collaboration is designed to create aligned with the theme “Celebrate with a Twist.”
Touching on the strategic partnership, Arindam Varanasi, Commercial Vice President of Carlsberg Asia explains it is part of the brand’s efforts to grow its premium portfolio across Asia under the Accelerate SAIL strategy. “Through this partnership, we aim to expedite the growth of our premium offerings and boost the premium visibility.”
Heritage and Modernity
At the heart of the partnership is the iconic Silk Royale pattern from CLOT, traditionally associated with luxury and artistry in Asian culture. This pattern has been reimagined to reflect 1664’s refined French aesthetic, symbolising joy and celebration. The collaboration’s theme captures the spirit of both brands—transforming everyday moments into extraordinary celebrations.
“We wanted to create a product that is not only visually stunning but also tells a story of cultural fusion,” explains Simon Wat, General Manager of CLOT. “Working with 1664 has been an exciting journey, and we’re thrilled to offer a collection that celebrates cultural differences.”
The 1664 x CLOT collaboration goes beyond exclusive merchandise and limited-edition beer packaging. It also represents a new chapter in the beer brand‘s commitment to premiumisation. With region-specific activations and unique consumer experiences, this partnership aims to build cultural connections and elevate the 1664 brand as a premium lifestyle choice.
