We’ve always admired the quintessentially British, darned right dapper threads at Hackett. Who wouldn’t? Forget the fact it’s a gentlemen’s outfitters, even women covet the modern tweeds, bold checks, sharp pin-stripes, dandy dinner suits and natty accessories within the collections, they’re just the ticket for dressing up for cocktail o’clock.
But we’ve never really given a second thought to the stores themselves. Sure they’re smart but, and we’re not being funny here, apart from the clothes, there’s not much that sets them apart from any other upmarket gents store. Until last week that is. That’s when Hackett announced its new global partnership with Beefeater 24.
Imagine the home of a clothing obsessed aristocrat, then add in a bar. Nothing small and apologetic but a solid statement piece sitting proudly in the central space on the first floor. Better still, said bar isn’t just for show, it’s fully stocked with bottles of Beefeater 24. Welcome to the Hackett, Regent Street.
The idea is that anyone shopping for a bespoke suit can sit through their initial discussions and subsequent fittings with a gin and tonic in hand. After all, these things take time and an expertly mixed G&T is just the ticket to make the process even more enjoyable. And as we’re talking made-to-measure here, the drinks are tailored to complement the client’s particular taste preference with the addition of one of three exclusive new tinctures – citrus, berry and winter spices – created specially for Hackett by Beefeater.
JC Iglesias, Global Brand Director for Beefeater 24, commented: “Beefeater 24 is a traditional gin with a modern twist, capturing the essence of contemporary British life. This sentiment is echoed by Hackett and both brands are recognised around the world for their quality, and for their intrinsic links to London and the city’s unique style. A partnership between the two is something that therefore seems very fitting, and we are confident that any resulting activity will resonate well with fans of both brands.”
This is the first of several exciting marketing activations for the partnership around the globe, watch this space for further details.
Hackett, 143-147 Regent Street, London W1B 5SQ. T: 020 7494 1855. hackett.com