The Task: To create a tangible, hand-crafted piece of content for Jägermeister that went beyond digital assets and embodied the brand’s values in a physical form.

This project centred on sustainability, creativity, and the visceral appeal of real materials. Together with Proposition Clothing, we designed and produced two “Ultimate Festival Jackets” made from recycled and antique textiles, upcycled military surplus, and camping gear. Each piece was hand-made, balancing rugged utility with a distinct subcultural style.

The jackets featured multiple functional details — from hidden compartments to oversized pockets for carrying Jägermeister — and were designed as festival-ready tools as much as fashion statements. They were showcased across Jägermeister’s social channels and will be displayed at the brand’s HQ. The response was overwhelming, with thousands of likes and comments asking where to buy them, proving the jackets’ power as both cultural artefacts and brand storytelling pieces.