NEW YORK, Dec. 3, 2021 /PRNewswire/ -- As art, fashion,
culture and community convene once again in Miami this week, Crown Royal Regal Apple and
TheFutureParty (TFP) have partnered with "The Queen of Vintage,"
sustainable designer and content creator Sami Miró. Since
2016, Sami has been reimagining quality and purpose-driven apparel
with her collection, Sami Miro Vintage. Today, Crown Royal,
TheFutureParty and Sami are releasing a one-of-a-kind upcycled
design that also redefines the idea of royal apparel: an exclusive
Crown Royal Regal Apple jacket that will be auctioned on Popshop
Live with the winning bid benefiting a local Miami nonprofit organization, as an extension
of the brand's ongoing commitment to support local communities.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8989951-crown-royal-regal-apple-sami-miro-art-basel-collaboration/
The Crown Royal Regal Apple x Sami Miró jacket will be available
for bidding on Popshop Live starting today at 11 AM EST with proceedings benefitting
The CLEO Institute, a Miami-based 501(C)(3) nonprofit, nonpartisan
organization exclusively dedicated to climate education,
engagement, and advocacy. Additionally, Crown Royal Regal Apple
will be matching the winning bid to add to the total donation. The
upcycled jacket is made from vintage threads and the whisky brand's
iconic bags that enclose each bottle of Crown Royal Regal Apple.
For years Crown Royal consumers have been inspired to re-use its
bags to hold everyday items such as sneakers and jewelry, and this
collaboration is a nod to that and to Miami's crisp fashion culture.
"I was eager to partner with Crown Royal because the brand has
really emboldened creators to redefine excellence in their
respective crafts – whether that's music, art and even fashion
— and I'm really excited to hear the reactions to this new
design collaboration," said Sami Miró. "With this Crown
Royal Regal Apple jacket, I tried to make something that felt cool,
fresh and endemic to Miami, but
that would also inspire others to reconstruct their ideas and
showcase that upcycled fashion can also be regal."
The collaboration between Sami Miró and Crown Royal Regal Apple
is not the brand's first foray into fashion. Earlier this year,
Crown Royal partnered with Harlem's Fashion Row
501(c)(3) nonprofit, ICON360, to award four
$10,000 grants to emerging BIPOC
designers during their New York Fashion Week Style Awards and
Runway Show.
"Crown Royal Regal Apple continues to spotlight how creative
communities are paving a new way that redefines royalty, like here
in Miami for one of art's biggest
events on the international stage," said Nicola Heckles,
Vice President at Crown Royal. "Collaborating with Sami Miró on
this upcycled piece of art, incorporating our iconic Crown Royal
bags, has been an amazing opportunity to give back to a local
nonprofit."
Infused with Regal Gala Apples, Crown Royal Regal Apple Flavored
Whisky is a smooth, delicious tasting whisky that is best enjoyed
responsibly as a chilled shot, on the rocks or in a cocktail. Crown
Royal Regal Apple invites you to
raise a glass to all crisp culture creators in our communities and
remember to drink responsibly.
* Must be 21+ to bid. Jacket offered for sale AS IS. Bid
is a legally binding agreement to purchase jacket
at corresponding price. Auction ends at 12 PM Eastern Time. Winning bid may not be tax
deductible. Subject to Auction Rules here; be sure to review the
same, including complete item description before bidding.
About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian
whisky brand in the world and has a tradition as long and
distinctive as its taste. Specially blended to commemorate a grand
tour of Canada made by King
George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal's smooth,
elegant flavor and gift-worthy presentation reflect its regal
origins – it is considered the epitome of Canadian whisky. For more
information, visit crownroyal.com. Crown Royal encourages all
consumers to please enjoy responsibly.
About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding
collection of brands including Johnnie
Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Casamigos, DeLeon and Don
Julio tequilas, Captain Morgan, Baileys, Tanqueray and
Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit diageo.com. Visit Diageo's global responsible
drinking resource, DRINKiQ.com, for information, initiatives, and
ways to share best practice. Follow Twitter and Instagram for news
and information about Diageo North America: @Diageo_NA.
About TheFutureParty
TheFutureParty, recently acquired
by NVE Experience Agency, is a media brand at the intersection of
pop-culture and entrepreneurship. We empower thought-leadership
through content and experiences. We produce events and create media
content delivered via email newsletter for our community of over
30,000 creative professionals in entertainment, music, art,
fashion, technology and business. Website / IG
About Sami
Miro
SAMI MIRO is the
founder of the sustainable clothing company, Sami Miro Vintage, a
creative brand consultant, and a social media influencer who has
made massive strides within the industry in only a couple years.
She has been featured in numerous international editions of Vogue,
CFDA, Billboard, Paper, Nylon, Refinery29, V, Oyster, Cosmopolitan,
Milk, Elle and more. She styled Selena
Gomez in all Sami Miro Vintage for her Revival Tour Asia,
Bella Hadid's off-duty looks in SMV
during Couture Week June 2017, and
her brand is continuously supported by top talents from
Kendall Jenner, Kylie Jenner, Gigi
Hadid, Kim Kardashian,
Hailey Baldwin, Kaia Gerber, Drake to The Weeknd. In addition to
her personal design accolades, Sami continues to sustainably
collaborate with fashion brands such as a 35-piece collection with
Heron Preston which debuted on the SS 2020 Paris runway, a 10-piece
collection with Nike, a capsule with Universal Music Group. With a
Master's Degree in International Entrepreneurship and a B.A. in
Marketing, Sami's expertise in a diverse range of fields are
expressed uniquely both in front of and behind the camera.
About The CLEO Institute
The CLEO Institute's mission is to educate and empower communities
to demand climate action, ensuring a safe, just, and healthy
environment for all. A 501(c)(3) non-profit organization, The CLEO
Institute offers educational programs, advocacy programs, and
campaigns, and undertakes policy work in order to achieve a world
in which all people, governments, and organizations are informed,
engaged, and taking action on critical climate issues. Learn more
at cleoinstitute.org.
MEDIA CONTACTS:
Kyra Zeller
DIAGEO
Kyra.zeller@diageo.com
Kait Sheppard
TAYLOR
ksheppard@taylorstrategy.com
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SOURCE Crown Royal Regal Apple