Carlsberg has partnered its 1664 beer brand with urban fashion label CLOT across its “key Asian markets”.
The tie-up with CLOT, which was founded by designer Edison Chen, will launch across Hong Kong, Singapore, Malaysia and Vietnam throughout 2025, featuring exclusive merchandise and limited-edition packaging for the beer. Carlsberg is encouraging consumers to ‘Celebrate with a Twist’ in a 30-second advert (below) as the collection of merchandise will land in Singapore from 17 to 27 April in a limited-time pop-up taking place at Plaza Singapura’s outdoor atrium.
“1664 has always drawn inspiration from fashion, art, and design, so we’re thrilled to partner with CLOT, a brand that has always been at the forefront of creativity, blending elements of Eastern culture with urban fashion,” said the marketing director for Carlsberg Singapore, Fang Qing Yao.
Earlier this week, Carlsberg revealed its latest television-led activation for 1664 in the UK.
