When you think of Kentucky Derby fashion, visions of flowery Lilly Pulitzer frocks, seersucker blazers, and massive hats will surely come to mind. More than a prestigious horse race, the Kentucky Derby is an event devoted to signature aesthetics, from the outfits of those watching in the stands and partying in the infield to the jockey’s often flamboyant uniforms. What almost certainly doesn’t come up when considering classic Derby Day sartorial trends is a capsule collection between a streetwear company and a spiked seltzer brand.
And yet, for this year’s Kentucky Derby held in early May, partner and official hard seltzer of the Derby, White Claw, teamed up with the designer brand Homme+Femme and VCCP for an exclusive Kentucky Derby Collection. The main attraction in this collection is undoubtedly the White Claw-inspired windbreaker, dubbed the Clawbreaker, designed in two vibrant colorways.
We found inspiration in the heritage and vibrance of the iconic jockey silks. As a brand rooted in spontaneity, we look for the freshest spin on whatever we do. Exploring what a White Claw silk would look like led us to The Clawbreaker.
Gianmaria Schonlieb, Group Creative Director at VCCP
“We wanted to do something that celebrated the tradition of the Derby but also had our own White Claw spin,” Group Creative Director at VCCP, Gianmaria Schonlieb, said about the Clawbreaker development process. “We found inspiration in the heritage and vibrance of the iconic jockey silks. As a brand rooted in spontaneity, we look for the freshest spin on whatever we do. Exploring what a White Claw silk would look like led us to The Clawbreaker.”
While the fashion associated with the 150-year-old horse race might be a bit stuffy, The Clawbreaker is anything but, though it still harkens to traditional Derby motifs. “We wanted to stay true to ourselves while celebrating The 150th Kentucky Derby,” explained Schonlieb. “We designed this jacket with our brand ethos in mind. It’s designed to be both fashionable and functional, with the structure of the jacket reminiscent of an elevated jockey silk. We used bold colors from our hard seltzer flavors for the reimagined patterns. We incorporated embroidery and patchwork that nods to the legacy of the Derby and White Claw.”
The two colorways took inspiration from the Mango, Black Cherry, Blackberry, and Natural Lime White Claw flavors, chosen with the authenticity of Homme+Femme and jockey silks top of mind. “White Claw” is emblazoned on the back of each in the brand typeface, with detailed patches sewn on the front for added flair. “The patches nod to celebrating the 150th Kentucky Derby,” said Schonlieb. “It’s a unique way to inject the brand into a garment.”
The Clawbreaker provides White Claw’s avid consumer base with a fun and distinctive way to show their White Claw love, all while looking pretty spiffy in the process. “We created a garment that sits at the intersection of fashion, a cultural moment like the Kentucky Derby, and our fans’ love for the brand,” added Schonlieb.
White Claw lovers 21 and older can purchase their very own Clawbreaker for $150 to honor 150 years of Kentucky Derby fashion while supplies last.
