Jägermeister and 474co launch exclusive streetwear collection Prolific North

Herbal liqueur brand Jägermeister is launching a new, limited edition ‘fashion capsule’ in partnership with Manchester streetwear label and online store 474co, aka 474.

The collection will release on Thursday, November 24, and is an eco-friendly premium streetwear line that draws its inspiration from Jägermeister’s iconic stag branding and its German meaning “master hunter.” The design is blended with 474’s signature look and feel.

The collection includes core elements of the Jägermeister branding, featuring 14 limited stylish pieces from vegan leather and organic wool varsity jacket, denim jacket, and an array of t-shirts, sweatshirts, hoodies, jumpers, and hats with the embroidery stags that encapsulates Jägermeister and 474co’s signature three bars style. All items are eco-friendly, biodegradable and sustainable, using 100% organic cotton and produced with high-quality materials.

The campaign “reflects the brand’s continued effort to connect with the local community and champion independent meisters with a mission to shape the future of nightlife and give the ‘Best Nights of Your Life’, all funded from the Best Nights Fund.”

Christian Stindt, marketing director at Jägermeister, said: “Following on from last year’s internationally successful ‘Best Nights streetwear Capsule’, we want to bring the nightlife scene to a sequel streetwear Capsule, telling the Meisters story of 474 founders and friends Maxwell Ona and Williams Adeho. We are proud to officially announce this one-of-a-kind collection with the Manchester fashion brand, who has designed a unique ethical sustainable premium limited edition, genderless, streetwear capsule.”

Maxwell Ona, creative fashion designer and founder of 474, added: “We are super excited to release our first-ever limited edition fashion collaboration with Jägermeister. We have focused on creating sustainable streetwear clothing that are stylish with luxury qualities but ethical and eco-friendly. The 474co x Jägermeister capsule collection typifies our brand ethos and conveys a message of following your own personal style, choosing how to project it and standing out from the rest. The pieces are hybrid, they can be the outfit to wear on a night out and for casual, everyday wear.