Streetwear brand Aries and Malibu liqueur launch collaboration collection embracing AI tech

Cult luxury streetwear brand Aries, founded by designer Sofia Prantera, has partnered with rum-based coconut flavoured liqueur brand Malibu on a limited-edition collaboration collection, launching today.

The collaboration embraces AI technology “as the facilitator of their shared values of freedom, creativity and self-expression”.

The collection includes two T-shirts featuring a specially created Aries x Malibu logo, a dip-dyed string vest, a hand-sprayed trucker cap and an Aries premium varsity jacket emblazoned with hand-embroidered patches.

AI generated campaign assets, which include stills and animated graphics, have been created by Aries’ in-house design and graphics team and “AI powerhouse”, Omar Karim.

Malibu is owned by Pernod Ricard, which integrated it into its The Absolut Company range of brands. Tad Greenough, Global Chief Creative Officer at The Absolut Company, said: “Aries has always appealed to me – their ability to subvert norms in a positive way brings a new and refreshing lens on street culture.

“From the moment we met Sofia and her team, we knew the collaboration was going to be insanely good – they could help us animate the optimism of Malibu in a way we’ve never done before.

“The prospect of AI – demonised by some, but something we think has unlimited potential to push creativity forward - was incredibly exciting for both of us. The work itself is a true first for Malibu in terms of process and the finished result. There’s no doubt that it was a roller coaster ride, a learning journey. It was fun breaking new ground and to push the limits of how we express optimism.”

To round off the collaboration the two brands have teamed up with Milk & Honey to create bespoke Aries x Malibu ‘grillz’ (dental jewellery worn over the teeth) in crystals and gold.

Prices for the Aries x Malibu collection range from £40-£1,200, and the range can be purchased exclusively at the Aries flagship store at 31 Great Pulteney Street in London’s Soho, and on the Aries website for a limited time only.