Tiger Beer and WWF create clothing range to raise awareness of wild tiger plight
Asian beer brand Tiger and the World Wildlife Fund have joined forces with French fashion house KENZO to design a clothes range to raise awareness of the plight of wild tigers.
In a campaign created by Marcel Sydney, the ‘Rare Stripes’ range was unveiled at the KENZO store in Tokyo and will be available from a limited number of KENZO stores internationally from next month.
The range was created by KENZO co-creative directors Humberto Leon and Carol Lim together with four emerging artists from Cambodia, Malaysia, Singapore and the US.
It is the second campaign created for Heineken-owned Tiger and the WWF which are now in the second year of six-year partnership to promote tiger conservation.
Tiger Beer international brand director Venus Teoh said: “This collection is another way we’re raising global awareness and funds for endangered wild tigers. We want people to take action to save the wild tigers, our beloved brand icon, from extinction.”
Michael Baltzer, who oversees WWF’s Tigers Alive Initiative, said tigers are often used in popular culture but few people realise the danger they are in.
“We are therefore delighted to have this powerful partnership with Tiger Beer and KENZO,” he said. “We hope it sets a new wave of action and awareness from other brands for wild tigers.”
The first campaign in the Tiger-WWF partnership saw the creation of tool which enabled people to create a bespoke tiger-inspired selfie.
Steve Jones is regular contributor to Mumbrella in Australia and Asia having held the title of chief reporter for several years. He is a journalist with more than 30 years experience and has worked for a number of consumer and trade titles in the UK and Australia
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