Jameson collaborates with fashion brand on football shirts

Pernod Ricard-owned Irish whiskey brand Jameson has collaborated with London-based menswear brand Percival on a collection of shirts inspired by football kits from the 1990s.

The limited-edition jerseys retail for £59 and sport a retro pattern – they come in green, pink and black. In addition to having the word ‘Jameson’ emblazoned across the front, they also feature a badge listing both Jameson and Percival.

The embroidered t-shirts feature a small whiskey bottle and glass cost £55 and are available in black or white. Only 20 of each item are available.

Percival claims that the series of shirts “celebrates a day in the life of your average British match-goer”. They were designed at Percival’s London studio, made by football kit manufacturer Icarus, and then embroidered and embellished in London.

The decision to opt for a football shirt design is due to Jameson and Percival co-sponsoring a five-a-side tournament.

When Jameson previously launched branded bibs in collaboration with sports and lifestyle platform Versus, Jameson UK brand director Josh McCarthy said: “Like football, Jameson strives to bring people together and make the world a smaller place through camaraderie – nothing encapsulates that more than the grassroots football game.”

Among those competing in the tournament are Percival, Jameson + The Romans, Versus, Mundial + Indivisa + Victoria Park Vixens, Nobo Agency and Dansplaining Podcast.

This is not Percival’s first fashion partnership with a major drinks brand. The company collaborated with Campari last year on a series of retro jackets, shirts and jumpers inspired by the Italian alcoholic liqueur.

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