Chivas Regal SA Partners With Grade Africa Founder Zaid Osman To Create A Capsule Collection
Chivas Regal SA Partners With Grade Africa Founder Zaid Osman To Create A Capsule Collection. Whisky brand Chivas Regal has announced its partnership with Grade Africa founder Zaid Osman to create a capsule collection. They will be working with upcoming designers that will be under Zaid Osman to create this new collection.
This partnership is with Sneaker Exchange and Grade Africa founder, Zaid Osman, who is upping the South African sneaker industry. The partnership will see Chivas and Zaid provide upcoming fashion designers with the tools and support needed to produce a capsule collection that will be available online through gradeafrica.com and sold via the Grade Africa flagship store in Mall of Africa, Midrand.
Nick Blacknell from Chivas Regal told QQ South Africa that, “From the get-go, we knew that we wanted to bring something extra special in the wake of a global pandemic and its devastating effects on youth entrepreneurship and employment. Our updated programme then shifted focus to champion grassroots action in local communities around the world. We’ve been excited to launch the new format in South Africa with a leader in creative culture like Zaid. His is a hustle success story that reflects the Chivas DNA which supports nu-wave entrepreneurs who work tirelessly to elevate themselves and the communities that surround them.”
Grade Africa wants to set a new standard for street wear in the international arena… an African standard as it aims to set trends and curate styles from a local perspective and Afro-centric stand point. Osman believes that in a world where the “Wakanda” mentality, Afro- futurism and Afro-modernismare at the forefront of global brand trends it is imperative that African brands take ownership of the African story, craftsmanship, artistry and expertise.
This partnership is set to create a huge opportunity for young upcoming designers as they will have a chance of working with a big international alcohol brand and for their creations to be sold in the Grade Africa Store. Osman is always finding new ways that he can contribute to the South African sneaker industry, and this venture is one of those ways.
