Jameson x Awake NY Collab: 90s Hip-Hop Capsule

Jameson Irish Whiskey is closing out its Triple Distilled collection with a collaboration that seamlessly blends heritage and street culture. For the final release in this creative series, the world-renowned whiskey brand has teamed up with Awake NY to craft a limited-edition, five-piece capsule celebrating music, identity, and the cultural threads that connect them all.

Previously, Jameson’s Triple Distilled collaborations included a custom Fender guitar and a unique bottle release, but this time, the brand ventures into fashion with an unmistakable nod to 1990s New York aesthetics. Featuring oversized silhouettes, bold graphics, and nostalgic references to the era’s legendary music scene, the collection effortlessly fuses Jameson’s Irish roots with the energy of streetwear.

A Fusion of Sound and Style

Despite coming from different worlds, Jameson and Awake NY found common ground in their shared appreciation for music. Jameson’s Distilled Sounds initiative has long provided a platform for creatives pushing sonic boundaries, while Awake NY has built a reputation for infusing its clothing with musical and cultural influences, from hip-hop to jazz.

This collaboration is more than just a fashion release—it’s a statement about how music and style transcend borders, linking past and present influences. The capsule serves as a bridge between the golden era of New York hip-hop and today’s evolving creative landscape.

Aesthetic Roots in 1990s Hip-Hop

From the moment you see it, the Jameson x Awake NY collection exudes the unmistakable energy of 1990s street style. With baggy cuts, color blocking, and racing-inspired details, the pieces feel like a visual remix of classic hip-hop culture—revived and reimagined for today.

A standout from the lineup is the color-blocked jersey, a fusion of Jameson’s signature green with red and beige tones arranged in paneled construction. More than just a sportswear nod, it’s a bold design that feels both vintage and fresh.

Other pieces in the collection maintain the same synergy. A deep green hoodie with co-branded detailing offers a subtle yet statement-making piece, while a sleek black track jacket incorporates the Jameson crest alongside racing stripes, paying homage to vintage streetwear. Rounding out the drop are a minimalist black tee and matching cap—classic staples that make the collection versatile and wearable year-round.

Staying True to Culture and Legacy

Hugo Mendoza, Awake NY’s brand director, shared the creative vision behind the collaboration, emphasizing the importance of authenticity. “When working with a brand like Jameson, the key question is: how do we contribute to their legacy while staying true to our own vision?” Mendoza explained. “The answer is simple—we embrace what Awake NY stands for: the essence of New York City culture.”

That authenticity is evident throughout the collection. Rather than reinventing the wheel, it reinterprets legacy through a modern lens, balancing Jameson’s long-standing heritage with Awake NY’s street-savvy aesthetic. The result is a partnership that feels organic—rooted in mutual respect for music, storytelling, and community.

A Launch Party with True NYC Energy

To introduce the capsule, Jameson and Awake NY hosted a launch event at Nublu, an iconic New York venue known for its vibrant atmosphere. The night was a high-energy celebration of everything the collection stands for—bringing together music, fashion, and culture in one space.

Guests enjoyed live performances, DJ sets, and an exclusive first look at the collection. The event carried the vibe of an old-school New York block party, infused with Jameson’s signature touch. Leading up to the launch, teaser clips referencing the cult-classic film Human Traffic built anticipation, hinting at the nostalgic yet fresh energy of the collection.

By the time the party kicked off, it was clear that this capsule had struck a chord—not just through nostalgia, but through a genuine appreciation for craftsmanship, culture, and the people who bring it all to life.

Available Now—But Not for Long

The Jameson x Awake NY collection is now available through Jameson’s official website, with limited quantities expected to sell quickly. Whether you're drawn to the fashion, the music, or the cultural message, this drop brings it all together in a way that feels timeless yet undeniably relevant.

With this final installment in the Triple Distilled collection, Jameson underscores an essential truth—true creativity thrives when brands collaborate with authenticity, celebrate community, and honor the rich connections between past and present.