Jameson Collaborates with Awake NY on Inaugural Capsule Collection

With its Triple Distilled collection, Jameson has been tapping into its creative community to honor St. Patrick’s Day in a run of special collaborations. Having launched a limited-edition bottle and Fender guitar, the final drop of the series sees the whiskey brand join Awake NY for a five-piece fashion capsule.

The new arrival sees the brands delve into their shared appreciation for music. Though hailing from two corners of the world, their recent ventures in the music space – including Jameson’s Distilled Sounds program and Awake NY’s Gil Scott-Heron-inspired Spring 2025 line – become the uniting force and inspiration for the designs.

Taking notes from ‘90s New York and its rich hip-hop scene, the collection comes together with oversized sportswear garments. Reimagined to replicate the pieces worn at the time, one track jacket incorporates racing stripes and the Jameson crest on a classic black base lending to a distinctly retro look, while another hoodie adopts the brand’s signature green tone with co-branded logos.

A stand-out piece in the range is undoubtedly the jersey. As well as being a must-have garment in wardrobes today, this particular piece weaves in a classic palette of green, red, and beige arranged in panels along the front and back. The capsule is also complemented with a staple black T-shirt and matching cap.

Reflecting on the designs, Awake NY’s brand director Hugo Mendoza shared, “Coming together with a brand with such history I often think, ‘How can we add to this history without watering down our vision?’ and the answer is simply staying true to ourselves and what Awake NY represents: New York city culture. Jameson Irish Whiskey’s roots run deep and this distilled sounds partnership was perfect for us. We love music and we love bringing our community together to enjoy it with us.”

At one of Awake’s signature parties, similar to those held on the Irish holiday, Mendoza revealed the collection along with Jameson at Nublu in New York last week. The event came after the reveal of a teaser video published on its Instagram account, quickly raising excitement for the launch with its reference to the 1999 film Human Traffic.

Be sure to check out the lookbook in the gallery above. You can now shop the Jameson x Awake NY collection on Jameson’s website.