This summer, to celebrate the launch of Smirnoff Berry Blast Vodka & Soda, Smirnoff Canada is dropping a limited run of a Y2k-inspired clothing line designed by local clothing designer Hayley Elsaesser. The best part? This high-fashion, highly functional line was designed to keep drinks cool all summer long with coolant lined pockets and a bucket hat that turns into a cooler! We chatted with Hayley to learn more. —Noa Nichol
Hi Hayley! Please tell us a bit about yourself to start.
Hi! I’m a Canadian fashion designer known for my bold tongue-in-cheek take on streetwear staples. I’m influenced by pop culture, and incorporate elements from music, film, literature and childhood nostalgia to create my signature punchy prints. Over the years, my colourful, whimsical looks have amassed a loyal celebrity following, including Katy Perry, Miley Cyrus, Kesha and Joe Jonas. My label has been shown on the runways at international fashion weeks, including New York, Sydney and Toronto, and featured models of all sizes as part of my focus on body-positivity and inclusivity.
Congrats on your collab with Smirnoff Berry Blast Vodka & Soda! When and how did this partnership come about, and what made it a perfect fit for you?
Thank you! I was thrilled about the opportunity to work with Smirnoff. When I tried their new Smirnoff vodka & soda Berry Blast flavour, it was love at first sip. It will definitely be my go-to drink this summer. I also felt that the design aspect was super relevant to my audience and Smirnoff’s. Y2K is something people are excited about right now, the nostalgia for that era is a huge part of my design process.
What pieces does this Y2K-inspired clothing line include?
The Very Berry Cool collection features unisex and size-inclusive coolant lined pocket cargo pants and bucket hats. Each item has been designed with function and style in mind, built with the dual purpose of normal wear and unique ability to keep drinks cool, longer.
What was your inspiration for the designs?
As any Canadian who grew up in the 1990s and early 2000s, I’m a huge fan of summer and Y2K style, so bringing those two inspirations together to celebrate the delicious Berry Blast was a match made in heaven! I also enjoyed the concept of having highly fashionable and highly functional pieces of clothing that stand out from any other clothing drop. When producing this collection, we were very conscious of choosing high quality, made-to-last fabrics, with inclusive sizing in mind, along with reducing waste during the pattern making process—this is something important to me that I practice in my personal and professional life.
What do you love most about new Smirnoff Berry Blast Vodka & Soda: the flavour, or the fun fact that the cold-activated cans turn blue once product is cold?!
Both! Like I said, when I first tried their new Berry Blast ready-to-drink, I instantly fell in love with the flavour. Also, if you keep the Berry Blast cold-activated cans inside the cargo’s insulated pockets or inside the bucket hat, your Berry Blast will always be ready to drink 😉
How do you plan to enjoy new Smirnoff Berry Blast Vodka & Soda this summer?
Summer is my favourite time of the year and I plan to enjoy the Smirnoff Vodka & Soda Berry Blast with friends and family during the hot summer months. Whether we are enjoying the outdoors or staying in—Smirnoff Berry Blast Vodka & Soda will always be sparkling, sweet and ready to enjoy!
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