Queensland beer brand XXXX has partnered with ocean lifestyle label Tide Apparel to launch a limited-edition summer clothing capsule, available across 50 BCF stores in Queensland.
The collection is being promoted through a campaign embracing 90s nostalgia, featuring “awkward family photo” recreations with local sports figures and Queensland personalities, including Brisbane Broncos player Justin Hodges, North Queensland Cowboys’ Jake Granville, and Brisbane Broncos and Maroons star Shenae Ciesiolka.
The capsule includes shirts, shorts, tank tops, and hats in XXXX’s signature gold and red colours.
XXXX said the collaborative hat has already become the second most-sold item at BCF during October.
“Queenslanders live outdoors, it’s in our DNA,” said Andie Tickner, cultural collaborations leader at Lion Australia.
“This collection is all about celebrating our state, whether you’re fishing, camping, or just enjoying a beer with mates.”
Tide Apparel founder Nick Richardson said the new line was designed the state’s unique personality.
“The designs are bold and uniquely Queensland, and teaming it with a good old awkward photoshoot has given it even more of that cheeky charm you expect from the state we love so much,” said Richardson.
This marks the second partnership between XXXX and Tide Apparel following last year’s collaboration.
