PATRÓN partners with designer John Geiger to launch streetwear collection celebrating tequila and Mexican art


Take your love of tequila to the next level with PATRÓN’s latest collaboration with acclaimed designer John Geiger. Just in time for National Tequila Day, a limited edition streetwear collection inspired by Mexican street art history is launched.

The PATRÓN x John Geiger streetwear collection is inspired by the work of Mexican street artist SENKOE, who designed the tequila brand’s limited edition 2021 Mexican Heritage Tin. The PATRÓN 2021 Mexican Heritage Box is covered with a unique design that depicts the Tree of Life intertwined with vivid images of the creation of the universe.

Senkoe’s work draws inspiration from many things, especially pre-Hispanic art and the dream world. Other inspirations come from botanical illustration, literature, comics, cartoons, nature and the sea. During his career he has so far collaborated with brands like Converse, Illegal Squad and with TV channels like Exa TV and HBO.

According to Gallery 19, “Senkoe’s work is a continuous reference to the identity discourse present in the use and reinterpretation of pre-Hispanic aesthetics, the use of textiles and artisan references in imaginary, mystical and typical pre-Columbian cultures, mixed with current references such as pop culture, graphics and illustration.

That said, the collection and overall collaboration epitomizes the intersection between streetwear and street art while also showcasing the mastery of creating a work of art, a fashion collection, and a handcrafted tequila. .

“Over the past five years, PATRÓN has released a limited edition Mexican heritage box that visually shares Mexican history, traditions and culture through lively designs created by local Mexican artists. With this year’s theme showcasing Mexican street art, we collaborated with fashion designer John Geiger to showcase the parallels between street art and streetwear from SENKOE. said Chloe Lloyd-Jones, Vice President of PATRÓN Tequila in North America, PATRON Tequila.

“The Mexican Heritage Box allows us to pay homage to our home and our Mexican roots while celebrating the craftsmanship and attention to detail required to develop our tequilas. We are delighted to collaborate with two extremely talented designers who share the same level of commitment and passion for their craft.

The collection includes a long-sleeved shirt with an image of a Jimador farmer harvesting the Blue Weber agave from which tequila is made and collectible socks, all incorporating the bold color accents of John’s signature. The PATRÓN x John Geiger streetwear collection will be available for purchase starting July 24 at Available in limited quantities, socks retail for $ 30 and long-sleeved shirts for $ 85.

“In designing the PATRÓN x John Geiger streetwear collection, I took inspiration from the rich and colorful history of Mexican street art in the design of SENKOE for the Mexican heritage box and the PATRÓN handcrafted heritage. Over the years, I have admired SENKOE’s work and how passionate he is about where he comes from, using his murals to reclaim and beautify public spaces. John Geiger said.

“I wanted this collection to represent the dedication that goes into craftsmanship – whether it’s a bottle of PATRÓN tequila or a one-of-a-kind mural. There is so much dedication and character behind Mexican culture, and as a local artist it is inspiring to see SENKOE convey it through his work. With streetwear, it’s important to bring all aspects of cultural influences together and the PATRÓN x John Geiger collection reflects this by paying homage to the hard-working people who create PATRÓN tequila from start to finish.

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