Glenfiddich partners with trailblazing British designer

Glenfiddich has announced an exclusive collaboration with fashion brand Ahluwalia to create a limited-edition jacket for bartenders.

The luxury garment has been borne from Glenfiddich’s close relationship with the UK’s bartending community, with 150 jackets designed as a token of recognition and gratitude.

For any fashion and whisky enthusiasts, Glenfiddich are also hosting a ballot on their website for five winners to own one of the jackets themselves.

The gender-neutral jackets were designed by Ahluwalia, utilising vintage, recycled and sustainable fabrics and garments. It features the brand’s iconic wave pattern along with the original map of the Glenfiddich distillery in Dufftown, Scotland. The map is printed on satin and sits on both the front and back of the jacket.

Commenting on the collaboration, Glenfiddich brand ambassador Mark Thomson commented: “Glenfiddich is always looking for ways to push the limits of what’s expected from a whisky brand. Similarly, Priya has been breaking boundaries in the fashion industry so partnering with her and the Ahluwalia brand for this first-of-its-kind fashion partnership for Glenfiddich UK made perfect sense. We want to use this partnership and the stunning jacket she has designed to say thank you to the bartending community as we head into what will be the busiest quarter of the year for the ontrade; a garment that not only looks great but perfectly embraces Glenfiddich’s rich history.”

Founder and creative director Priya Ahluwalia added: “Being able to immerse myself in the history and character of Glenfiddich whilst up at the distillery was an integral part of the creative process. I wanted to create something that was true to the Ahluwalia world aesthetic, whilst incorporating Glenfiddich’s history, but most importantly championed its drive to innovate and look forward. We’ve used the original distillery map as the base design as the centrepiece of the jacket then combined traditional and contemporary materials to represent the brand’s modern values.”

28 September 2023 - Bradley Weir