Espolòn Tequila and Stadium Goods Celebrate Dia de Muertos
The ability to create culturally relevant commerce without appropriating said culture can be a bit of tightrope act. So, when brands get it right, we have to give them their flowers.
In celebration of Day of the Dead (Dia de Muertos), Espolòn Tequila has partnered with Stadium Goods and Mexican artist Saner, to drop The Calavera Collection, a limited-edition line of apparel.
The collection fuses authentic Mexican tradition with modern culture. The collection includes t-shirts and sweatshirts from Stadium Goods’ STADIUM line in neutral colorways featuring designs by Saner. Each piece was created in his signature style, which combines techniques from ancient Mayan artwork and a modern graffiti style. The designs feature bold colors like marigold (the official flower of Day of the Dead) and Espolòn’s signature fuchsia. Each design is inspired by one of Espolòn’s four core expressions.
The line was created to honor the traditions of Day of the Dead, a holiday that celebrates the lives and spirits of friends and family members who have passed through stories, food, drink and celebration.
“Dias de Muertos is a holiday with such rich tradition, and I really wanted the artwork for this collection to bring a piece of Mexico to the US,” said Saner. “The four designs mix together prehispanic art techniques and feature traditional Mexican symbolism for a streetwear collection that celebrates culture with a modern edge.”
Dropping on Nov. 1 (the Day of the Dead), the Calavera Collection will be at Stadium Goods’ New York City store for one day only from 12pm – 8pm ET. Shoppers will receive bespoke pieces from the line that will be screen printed in real time.
For those located outside of New York, 50 pieces from the collection will be available online via a nationwide sweepstakes from Oct. 24 – Nov. 2. Consumers can submit their own personalized literary calaveras, or poems about the trends they’d like to see disappear in 2022, via DM to Espolòn’s Instagram to have a chance to win an exclusive item from the capsule.
“Day of the Dead is one of the most important holidays in Mexico, and our streetwear collection with Stadium Goods and Saner will bring to life the traditions of the holiday in a way that feels fresh and contemporary,” said Sean Yelle, White Spirits Marketing Director at Campari America. “Our Calavera Collection was created to shed light on the traditions of the holiday while spotlighting one of Mexico’s most popular artists, Saner.”
Feliz día de Muertos!
