1664, the world’s No.1 French beer brand, proudly unveils its partnership with CLOT, the pioneering urban fashion label founded by Edison Chen, to present a collaboration that is as bold as it is striking. This partnership is a celebration of cultures and creativity—a seamless union of French flair with Asian edge. Get ready to feel the excitement in the air this April as 1664 x CLOT is set to roll out an experiential line-up through design, lifestyle, and a reimagined way of celebrating.

1664 X CLOT LIMITED-EDITION BEER PACKAGING AND MERCHANDISE

1664 x CLOT goes beyond a mere collaboration of beer and fashion, redefining how cultures connect by taking the best of East meets French and creating something extraordinary. At the core of this collaboration lies a stunning reinterpretation of CLOT's signature motif, the Silk Royale pattern. Drawing inspiration from Eastern luxury and artistry, the Silk Royale has been infused with vibrant hues to complement 1664's distinct aesthetic. Alongside the limited-edition beer cans and bottles, comprising the collaboration is an exclusive range of merchandise, spanning a short-sleeve tee, a cap, a tote bag and a tumbler. The lineup of pieces appears in the signature pattern in the iconic 1664 blue and white colourways.

Every aspect of the collaboration—from the intricate design of the merchandise to the bespoke packaging—reflects the synergy of two worlds coming together. It seamlessly blends the urban creativity of CLOT with the sophisticated charm of 1664, creating a fresh visual symphony that embodies the collaboration theme: Celebrate with a Twist. 

FABRIC SHOP SPEAKEASIES

Continuing the hype from the regional debut at ComplexCon Hong Kong, the 1664 x CLOT Fabric Shop Speakeasies are set to envelop guests in the nostalgic charm of fabric shops. This creative pop-up concept perfectly demonstrates CLOT’s signature Silk Royale pattern while honouring the rich cultural heritage of Hong Kong garment and textile industry, combined with the allure of a modern French hidden bar. This interactive experience, filled with nostalgia and fashion trends serves to celebrate cultural collisions and integrations.

Upholding the principle of East meets French, the space features metallic folding gates and an array of sewing tools that celebrate the artistry of textiles. Lush rolls of Silk Royale-patterned fabric create a visual symphony, hinting at the cultural fusion at the heart of this collaboration. This enchanting environment invites visitors to explore a world where tradition meets innovation, crafting an intimate experience that resonates with the current trend of speakeasies — spaces rich in history and intrigue, where every piece of fabric tells a story waiting to be uncovered. While the retro setup contrasts with the sleek bar inside, playful props welcome guests to engage with the space and capture your fun-filled “1664 x CLOT moment.”

Rounding off the playful DNA of 1664 is the interactive AI Avatar Generator, where visitors can create their own 1664 x CLOT AI Avatar, complete with dynamic motions in a charming graphic style. They can download their personalized video for social sharing, along with a WhatsApp Sticker pack to spread the celebratory spirit among family and friends.

The Fabric Shop Speakeasy will take place at Fashion Walk, Causeway Bay (April 9–13, 2025), and K11 Art Mall, Tsim Sha Tsui (April 17–23, 2025), serving up draught 1664 beer sampling and offering a multisensory journey that is both stylish and unexpected.

EXCLUSIVE RETAIL PROMOTIONS

In addition to the immersive pop-up, the collaboration extends into retail promotions across Hong Kong. Indulge in an extraordinary experience this April with 1664, where every sip leads to a delightful surprise. With every HK$45 purchase of 1664 products at selected 7-Eleven (9–22 April) or Circle K (10–23 April), customers will take home a blind-box 1664 x CLOT Ceramic Tumbler adorned with the signature CLOT Silk Royale pattern in iconic 1664 blue and white colourways. Limited stock available on a first-come first-served basis.

For those seeking even more excitement, join the fun at Dead Poets in Central, where the bar will unveil a new look from 7 April to 24 April, offering exclusive cocktails created with 1664 Blanc to celebrate the collaboration. With 2 pints of 1664, guests will have the chance to earn a token to unlock limited-edition 1664 x CLOT apparel and other enticing prizes from the Gacha machine. Additionally, patrons at selected restaurants and bars will receive a limited-edition lanyard with the purchase of 1 pint of 1664, along with chances to win prizes from the Gacha machine. Diners at Pizza Express and Outback Steakhouse can also participate in special promotions to secure exclusive collaborative merchandise, adding a touch of flair to every meal.

This collaboration bridges the gap between lifestyle, culture, and celebration, encouraging everyone to embrace creativity and boldness in everyday moments. For more information about the new collaborative products, please follow @CLOT and @JUICESTORE social media channels for instant updates.