Carlsberg Singapore’s premium beer brand, 1664, has teamed up with CLOT, the urban fashion label founded by Edison Chen, for their inaugural regional collaboration. This partnership will be showcased in a pop-up event at Plaza Singapura from 17 to 27 April 2025, offering a blend of fashion and premium beer.
The collaboration, themed ‘Celebrate with a Twist’, features limited-edition merchandise including caps, tote bags, ceramic tumblers, and t-shirts. The pop-up, inspired by a fabric shop, promises an immersive experience with interactive touchpoints. Visitors can engage in activities such as creating a digital avatar and tapping their own 1664 beer, collecting stamps on a 1664 Journey Postcard to unlock rewards.
Fang Qing Yao, Marketing Director of Carlsberg Singapore, expressed enthusiasm about the collaboration, stating, “1664 has always drawn inspiration from fashion, art, and design, so we’re thrilled to partner with CLOT, a brand that has always been at the forefront of creativity.”
The pop-up will also feature exclusive giveaways, including flight tickets to Paris and 1664 x CLOT merchandise sets. For those unable to attend, there are opportunities to participate in lucky draws and gift-with-purchase promotions at various retailers.
This collaboration marks a significant step in 1664’s brand evolution, aiming to redefine itself as a lifestyle and cultural icon whilst expanding its presence in the Asia-Pacific market.
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