Glenfiddich, the World’s Most Awarded Single Malt Scotch Whisky, has collaborated with custom sneaker artist, Chase Shiel, to create a limited edition luxury sneaker inspired by Glenfiddich‘s newest expression, Grand Cru XXIII – an exclusive whisky matured for 23 years and elegantly finished in rare French cuvée oak casks.
This unexpected creative partnership will see Shiel channel over a decade of experience and expertise in custom sneaker artistry to create a luxurious sneaker that redefines style and reimagines celebration, as does every bottle of Glenfiddich Grand Cru.
Glenfiddich Brand Ambassador Ross Blainey said, “The pairing of sneakers with whisky is very contrary to traditional whisky imagery, and that’s exactly why we did it. Our partnership with Chase reflects Glenfiddich‘s desire to push boundaries in how people perceive and enjoy whisky. We’re launching more than just a boundary pushing whisky in Grand Cru, we’re connecting with a lifestyle.”
But the pairing of sneakers and whisky runs deeper than shared values for the award winning single malt. Demand for high end streetwear amongst the new luxury consumer is growing, driven by millennials who now make up more than half of the world’s luxury sales.
“There’s a lot of similarities between sneaker and whisky collecting, as they’re both functional pieces of artwork,” Blainey explains. “Unlike a painting or sculpture that is created for display, you have to decide on how you want to enjoy your sneaker or whisky. Do you showcase it to everyone and keep it forever, or do you use it every day to experience its core purpose but know that it will eventually run its course. That emotional decision forges a real connection to that piece, whatever you decide.”
With these notions in mind, as part of the collaboration, Glenfiddich and Chase Shiel will launch ‘Glenfiddich Grand Cru XXIII’, a one-of-a-kind whisky inspired sneaker. Only 23 pairs are on order, each pair representing a year that Grand Cru has spent in barrels aging. A limited number of the custom art pieces will be available to the public for purchase via Glenfiddich.com. The drop date will be announced @glenfiddichwhiskyau with 100% of proceeds from the sale donated to a charity close to Chase Shiel‘s heart.
Chase Shiel explained, “When I designed the custom sneaker I drew from the grandeur of the Glenfiddich Grand Cru XXIII. I focused on the senses of touch, sight and smell to reflect its luxurious nature. Through touch, the smooth and supple black nubuck against the aged diesel black leather. Through sight, we can see the perforated black leather with hints of gold shining through the toe box, collar and tongue, bronzed insoles and a gold embroidered explosion noting Grand Cru’s occasion of celebration. And finally, smell. By using only the best materials I can deliver that distinct aroma that only comes from high-quality leathers.”