Jameson Ginger Ale’s platform for creatives connected with India’s largest streetwear and sneaker retailer to release a limited-edition capsule to spotlight the creative and street scenes in India.
Jameson Connect, the beverage’s community-first initiative to link people who shape culture from the ground up, joined Crepdog Crew to celebrate authentic voices with a three-piece collection. Ambassadors for the line represent the biking, skateboarding, music and tattoo scenes.
Bomber jacket patch culture inspired the drop’s camo-themed shacked that features interchangeable patches to facilitate personalized storytelling and style. The capsule includes a complementing tote bag and mug.
“Subcultures shape the streets long before trends catch up,” said Anchit Kapil, Crepdog Crew’s CEO and founder. “At Crepdog Crew, we’ve always built spaces –physical and creative – for the community to thrive. This shacket is our way of putting that truth on fabric – a celebration of individuality, identity, and the scenes that give cities their soul. With Jameson Connects, we’ve created more than a drop – we’ve created a canvas for the culture.”
The four representatives from those subcultures include Ayush Kalra, repping the tattoo scene; Viyaja Aswani for the dynamic skateboarding community; Siddharta Iyer brings in the nod to music; and Jayesh Joshi to channel biking.
Azadi Records, a progressive Indian music label strives to give a voice to unheard communities by spotlighting thought-provoking hip-hop, is a culture partner for Jameson Connects.
Its co-founder Mo Joshi said, “Real culture grows where community thrives. Jameson Connects has always been about championing grassroots voices and giving artists a platform to be seen, heard, and celebrated. This collaboration with Crepdog Crew isn’t just about merch – it’s about movement.”
