The latest collab from Crown Royal takes a cue
from the whiskey company’s iconic purple bags to create a collectible line of outdoor gear and wearables.
The brand has partnered with outdoor company Realtree, known for its camo print
designs, to release the limited-edition Crown Royal Camo Capsule Collection, available here. The new items
combine the whiskey’s bag design with Realtree's signature APX camo pattern.
“Love Island” reality TV star Rob Rausch stars in social and online ads for the line. A
short video, seen here, shows Rausch decked out in the new collection while kicking back with friends in the great outdoors.
The first
item in the collab is a redesign of the 750 ml Crown Royal bag itself, now incorporating Realtree's signature green APX camo pattern with orange stitching.
advertisement
advertisement
“We always hear stories about
what people do with their Crown Royal bags. For our first nationally distributed collaboration, it was important that we made something with the right partners that would be cool and
collectible,” said Hadley Schafer, vice president, Diageo. “We worked with the Realtree team to reimagine the bag and design items that are authentic to both brands. The result is a
collection that reflects not only style, but also our shared appreciation for craftsmanship, time spent outdoors, and, of course, generosity.”
The collection also includes: a Crown Royal
Camo Hoodie, T-shirt, baseball hat and a 45-quart cooler.
As part of the effort, Crown Royal will make a $20,000 donation to the Purple Heart Foundation, a nonprofit that supports
combat-wounded veterans and their families. The brand will also make an additional donation based on “gross proceeds of sales of wearables from the collection” to the organization.