Collaboration pushes boundaries and redefines norms within the fashion and whisky industries
Happyville, a Johannesburg-based clothing brand known for its blend of global street culture and South African aesthetics, has announced a new collaboration, marking a significant milestone for the brand.
In efforts to push boundaries and redefine industry norms, the clothing brand has partnered with Johnnie Walker Blonde, a renowned whisky brand, in a groundbreaking collaboration that combines fashion and whisky.
Founders of the clothing brand Fargo Seremane and Lebohang Serame, who have been instrumental in shaping Happyville’s distinctive identity, blending nostalgic street culture influences with local South African elements, share thrilling details about this collaboration.
Speaking with Saturday Star, the pair explains that the collaboration marks a significant leap for both brands into the vibrant realm of drop culture, culminating in the launch of an exclusive range of jackets designed to keep whisky enthusiasts stylish and fresh.
How has the Happyville journey in Johannesburg been so far, and what have been some of the notable highlights?
The Happville journey has truly been an exceptional ride, as it has allowed us to connect with people from all walks of life across the country. A significant key highlight has been our expanding community of supporters in Joburg, who rock our fits in their own unique ways from different parts of this vibrant city.
What effect will the partnership with the whisky brand have on the brand’s continued existence?
This partnership with Johnnie Walker Blonde has undoubtedly shown us that street-wear brands such as ourselves can successfully team up with established brands like Johnnie Walker to bring to life creative ideas and concepts that help further establish the brands in their individual ways. It further serves as a reminder that we can achieve anything we set our minds to.
Could you walk people through the inspiration and creative process of your fashion collection?
This collection was designed to draw inspiration from the Johnnie Walker Blonde bottle, particularly its blue and yellow vibrant colours. We then infused the Happyville streetwear cool vibe into the iconic jacket designs and brought to life something truly special that has resonated with people. In fact, the jackets are already sold out.
How will this collaboration affect street culture and push cultural boundaries?
This collaboration has clearly demonstrated that whisky and street culture can unite to create something truly magical, and we certainly achieved that. It may have surprised many, but people really embraced how seamlessly it came together. This will undoubtedly serve as a blueprint for future collaborations.
What is the influence of this partnership on the whisky and fashion scenes in South Africa, as well as on the broader cultural landscape?
The partnership between whisky and fashion brands in South Africa elevates the status of both industries, creating exclusive, trendsetting products that blend unexpected socialising with style. It also enriches the cultural landscape by merging global sophistication with local trends, influencing consumer behaviour and cultural perceptions.
Saturday Star
anita.nkonki@inl.co.za