For several years now, the German liqueur brand Jägermeister has been a welcome guest on the sneaker and streetwear scene. From release events to anniversary parties, the liqueur has popped up in well-stocked bars and mobile fridges as one of the most popular drinks for the streetwear crowd. But with its unmistakable identity, Jägermeister is far more than just another type of schnapps. That's why the Jägermeister #firstdrop collection translates this unmistakable appeal into innovative streetwear pieces. And in order to not only release a selection of fresh garments, but also to involve the community itself, Jägermeister has teamed up with some faces that are well-known in German streetwear circles.

The schnapps, which was created almost 85 years ago in Wolfenbüttel in Lower Saxony, contains 56 different herbs, fruits, roots and spices. In addition to this prominent number and the uniquely aromatic taste, it is the design of the Jägermeister bottle that stands out. The design with the stag emblem and the colour palette of white, green and orange inspired the sneaker collaboration by KangaROOS in 2017. But for the streetwear collection, Jägermeister now chose a more refined approach and experimented with deconstruction and minimalism.

 

What is immediately noticeable is that there is no obvious branding on first pieces from the collection. The basic Jägermeister DNA is there, but it is much more nuanced and clever than you would expect. A prime example of this is the pattern T-shirt. It features a unique texture gradient on the chest and below it a German text description of the colour green and its meaning for Jägermeister. And instead of the famous logo, its four main elements can simply be read as lettering on the back: "Circle - Stag - Ray - Cross". An even more daring design can be found on the "56" hoodie. The front describes the "Seal" logo as seen in the brand guidelines, including advertising and print statements. The "Inside Shot" T-shirt then delivers exactly what the name promises, as the large front print shows the Jägermeister production facility in Wolfenbüttel.

The "Night Out" tracksuit is another streetwear staple with an individual touch, as the "Wolfenbüttel" ribbon lines in white and orange on the sides contrast the green texture gradient. A matching waist bag and the obligatory pair of socks round off the collection with two essential accessory pieces that have been given the unmistakable Jägermeister treatment.

 

As already mentioned, #firstdrop involves a number of well-known faces from the German streetwear scene. And for the visual presentation, Jägermeister has assembled a crew of creatives who all embody the values of non-conformism, authenticity and freedom in their own way. At the heart of this campaign is none other than Gramps, the most stylish senior to ever appear in your IG feed. He is joined by Anni aka @llifeisapigsty, Aaron Night (@aaronnight), Niklas (@ezcape) as well as Masha Medusa (@masha_medusa). As the crew gathered at the Jägermeister production facility in Wolfenbüttel, photographer Pascal Kerouche (@mmpascal) captured some images of the #firstdrop collection and the people who inspired them.

 

Details on the release of the Jägermeister #firstdrop streetwear collection.
The Jägermeister #firstdrop collection was released on September 20th 2019 via shop.jaegermeister.de. Prices for the first pieces range from 14€ (socks) to 89€ (track jacket).

 

With the release of the new "Best Nights" collection, Jägermeister delivers fresh streetwear styles for 2021. The 12-piece collection conveys a message of confidence and reminds us that things will get better eventually - and that the best nights are yet to come. To prepare for them, Jägermeister already offers the perfect gear for an unforgettable night.

 

After diving into the world of streetwear with an acclaimed KangaROOS collaboration, Jägermeister launched its 'First Drop' capsule collection in 2019. With sleek designs and the support of style-conscious tastemakers, the brand proved it was serious about fashion. Some familiar faces from the first drop like Gramps are now returning to up the ante. In addition, Jägermeister has recruited further talent from the international streetwear community. Model and stylist Lisa Anckarman (Sweden), rapper DALYB (Slovakia) and BLOODY OSIRIS from New York are some of the creatives who have collaborated on the 2021 campaign. Due to COVID regulations, the talents not only appear as models, but also produced their campaign images themselves.

While the 2019 collection features direct references to the distillery, the Best Nights collection focuses on a more traditional motif. The main motif of the collection is a camo pattern in orange and green - the characteristic colours of Jägermeister - and thus picks up on a street style favourite. A similarly minimalist approach can be found on the pendants, which read "CIRCLE STAG RAY CROSS". In addition to this reference to the world-famous Jägermeister logo, the location coordinates of Jägermeister's birthplace of Wolfenbüttel can also be found on all items. Otherwise, the pieces celebrate freedom, friendship and joie de vivre with subtle details. These include subtle prints explaining the German word "Prost" in the dictionary, as well as photo prints of light-hearted scenes from nightlife. Always on the lookout for the best clothes, Gramps has already picked some favourites from the collection: "I like the hoodie, the camo joggers and the scarf best. The hoodie is nicely cut, has an eye-catching back print and feels very high quality. The joggers are a real eye-catcher and the scarf keeps me warm on cold days."

 

All pieces of the "Best Nights" collection are made of 100% organic cotton (OCS certified) and were produced in the EU. To support club culture, Jägermeister is also donating 1€ for every order of the new collection to United We Stream. The global culture platform and streaming initiative supports creatives during the COVID 19 pandemic and fits perfectly with this collection.

 

Release Details - Jägermeister "Best Nights" Collection
The Jägermeister Best Nights Collection will be released on January 31st 2021 at 15:00 (CET). It will be distributed via bestnights.com and will be available in Germany as well as in 21 other countries in Europe, North America, South Africa and Asia (Taiwan).