Glenfiddich, the distinguished Speyside single malt Scotch whisky distillery under the ownership of William Grant & Sons, has embarked on a groundbreaking fashion collaboration with British designer Priya Ahluwalia. The result of this remarkable partnership is the limited-edition "Glenfiddich Rare Measures by Ahluwalia," a collection of 150 bespoke bomber jackets specially crafted for bartenders across the United Kingdom.
Inspired by her Indian-Nigerian heritage, Ahluwalia has infused her distinctive fashion sensibilities into these remarkable garments, paying tribute to the vibrant bartending community. This creative venture, announced in the wake of London Fashion Week Spring Summer 2024, represents Glenfiddich's gesture of appreciation towards the skilled and dedicated bartenders who play a pivotal role in elevating the whisky experience.
Notably, five fortunate individuals outside the bartending sphere will also have the opportunity to own one of these coveted jackets through a ballot hosted on the Glenfiddich website.
The custom-designed jackets bear Ahluwalia's signature wave pattern, seamlessly integrated with the original map of the Glenfiddich distillery nestled in Dufftown, Scotland. This fusion of contemporary design and heritage elements reflects both the Ahluwalia brand's aesthetic and Glenfiddich's rich history.
Explaining her design concept, Ahluwalia stated, "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. I wanted to create something that was true to the Ahluwalia world aesthetic while incorporating Glenfiddich's history, but most importantly, championed its drive to innovate and look forward."
Mark Thomson, the Glenfiddich brand ambassador to Scotland, expressed the brand's commitment to pushing boundaries and embracing innovation. He emphasized the synergy between Glenfiddich and Ahluwalia, stating, "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 on-trade; a garment that not only looks great but perfectly embraces Glenfiddich's rich history."
The Glenfiddich Rare Measures by Ahluwalia jacket collection is designed to be gender-neutral and is available in sizes ranging from small to extra-large. To acquire one of these exclusive jackets, bars and bartenders are encouraged to reach out to their local William Grant & Sons sales representative for further information.
Intricately designed, sustainably produced, and infused with the essence of Glenfiddich's heritage, these jackets represent a unique fusion of fashion and whisky culture. As a token of appreciation for bartenders and a testament to Glenfiddich's commitment to innovation, this collaboration is set to leave a lasting impression on both the fashion and whisky industries.
About British Designer Priya Ahluwalia
Priya Ahluwalia is a British designer and fashion industry trailblazer known for her innovative and sustainable approach to fashion. Born in South London to Nigerian and Indian parents, Ahluwalia's diverse cultural background and experiences have greatly influenced her work. She graduated with a degree in Menswear from the University of Westminster, and her designs have since garnered critical acclaim and recognition within the fashion world.
One of the key aspects of Ahluwalia's design philosophy is sustainability. She is dedicated to promoting sustainable fashion practices and minimizing the environmental impact of the industry. Ahluwalia is renowned for her upcycling techniques, where she breathes new life into vintage clothing by transforming them into contemporary and fashionable pieces. Her commitment to sustainability aligns with the growing global awareness of the need for more eco-conscious fashion choices.
Priya Ahluwalia's collections often explore themes of identity, heritage, and culture. She draws inspiration from her multicultural upbringing, blending elements from her Nigerian and Indian roots with British fashion sensibilities. Her designs often feature bold prints, vibrant colors, and intricate detailing that reflect her unique perspective on fashion.
In recognition of her talent and contributions to the fashion world, Ahluwalia has received several prestigious awards, including the H&M Design Award and the LVMH Prize for Young Fashion Designers. These accolades have catapulted her career and solidified her position as a rising star in the fashion industry.
Beyond her design work, Priya Ahluwalia is also a published author, with her book "Sweet Lassi" offering a visual exploration of her heritage and identity. Her multi-faceted creative endeavors continue to inspire and challenge the fashion industry's norms, making her a notable figure in British fashion and a beacon of sustainability and diversity within the field.
About The Glenfiddich Distillery
The Glenfiddich Distillery, nestled in the heart of Scotland's Speyside region, is one of the most esteemed and iconic names in the world of single malt Scotch whisky. Founded in 1886 by William Grant and his family, it remains an independent, family-owned distillery to this day. Glenfiddich, which means "Valley of the Deer" in Scottish Gaelic, takes its name from the picturesque Glen of the River Fiddich, where the distillery is situated.
One of Glenfiddich's distinguishing features is its dedication to traditional craftsmanship and innovation. The distillery boasts its own copper pot stills and a cooperage, where skilled artisans craft the oak casks used for maturing the whisky. The use of a combination of oak cask types, including sherry and bourbon casks, contributes to the complexity and depth of flavor found in Glenfiddich's whiskies.
Glenfiddich is celebrated for its core range of single malt Scotch whiskies, which includes the Glenfiddich 12 Year Old, Glenfiddich 15 Year Old, and Glenfiddich 18 Year Old, among others. These expressions are known for their well-balanced and approachable flavor profiles, often featuring notes of orchard fruits, vanilla, honey, and oak. The consistent quality and accessibility of Glenfiddich's whiskies have made them popular choices among whisky enthusiasts worldwide.
In addition to its core range, Glenfiddich has a history of releasing limited edition and experimental expressions, showcasing its commitment to innovation and creativity. These releases often feature unique cask finishes and aging techniques, attracting collectors and connoisseurs alike.
The Glenfiddich Distillery welcomes visitors with a state-of-the-art visitor center, offering tours and tastings that provide insights into the distillation process, the history of the distillery, and the opportunity to sample a selection of their whiskies. The picturesque surroundings of the Speyside region add to the charm of a visit to Glenfiddich.
In summary, The Glenfiddich Distillery is a revered name in the world of single malt Scotch whisky, known for its unwavering commitment to quality, tradition, and innovation. Its rich history, family-owned heritage, and a diverse portfolio of whiskies continue to make it a prominent and respected figure in the whisky industry.
