Fast fashion brand PrettyLittleThing launches gin

Fashion brand PrettyLittleThing, owned by scandal-ridden clothing group Boohoo, has launched a pink gin to “lift the spirits of sun-seekers, festival-goers and stay-cationers”.

The pink gin, which is strawberry and vanilla flavoured, was made by the Handmade Gin Company, a Liverpool-based distiller that produces other brightly coloured spirits brands such as Bakewell Gin, Pink Dog, Union Jack Black Gin and Everton Gin.

Crafted my head distiller Claire Barclay, the spirit is made with botanicals and fruits including juniper, cardamom, coriander, orange zest, lemon zest, strawberry, vanilla pods, and pineapple.

A spokesperson for the fashion brand said the spirit was created to “lift the spirits of sun-seekers, festival-goers and stay-cationers” while there is less use for on-trend festival outfits as the UK struggles to contain the coronavirus pandemic.

Just 99 bottles have been made, and will be released to fast fashion fans through a competition on social media.

PLT is asking hopeful winners to follow the fashion brand’s social accounts on Twitter, Instagram, Facebook or TikTok, and then “follow the instructions”.

The competition ends on Thursday 3 September and the lucky winners of the exclusive 99 bottles will then be revealed.

Clothing giant Boohoo bought 100% of PrettyLittleThing in May, after first taking a 66% stake in the business in 2017.

The launch comes weeks after a Sunday Times investigation found staff at Boohoo’s supply facilities in Leicester were working in unsanitary conditions, with some making as little as £3.50 an hour.

Boohoo’s share price crashed by 35% in two days, wiping £1.1 billion off its market value. Its products were also removed from the websites of Asos, Next and Zalando.