Source: BroBible
Summary
New Belgium Brewing, founded in 1991 in Fort Collins, has expanded to become one of the largest craft breweries in the U.S., with a facility in Asheville, North Carolina. The company’s Voodoo Ranger IPA line, launched in 2017, is now its most popular brand. To celebrate its 35th anniversary, New Belgium partnered with Topo Designs on a limited-edition capsule collection. The collaboration includes items like a plaid shirt jacket, graphic tees, and a cooler bag, all featuring Colorado-themed designs. The products are available for purchase through Topo Designs.
Our Reading
The lifestyle enters the chat.
Colorado is a state, not a trend. But now it’s a brand.
Bike culture and beer are now a fashion statement.
Plaid is back, and it’s for people who think “apres” is a verb.
Buying a cooler bag to ride with beer is not a lifestyle—it’s a habit.
Colorado Is a Brand Now
Colorado used to be a place where people went to ski and drink beer. Now it’s a brand that sells shirts, hats, and bags. The state’s identity has been rebranded as a lifestyle, with hops and mountains as the new currency. It’s not about the mountains anymore—it’s about the merch.
Brewery Meets Fashion
New Belgium, a craft brewery with a long history, is now collaborating with a design company to sell clothing. This isn’t just beer anymore—it’s a full-blown lifestyle. The brewery is no longer just about the product; it’s about the image. And the image is all about Colorado.
Plaid Is the New Trend
Plaid is back, and it’s not just for flannel shirts. It’s now a symbol of a lifestyle that’s supposed to be rugged, outdoorsy, and a little bit cool. The colors are bold, the designs are loud, and the message is clear: this is not for people who want to blend in.
Beer Is Now a Fashion Statement
Beer used to be a drink. Now it’s a statement. The collaboration between New Belgium and Topo Designs turns beer into a fashion accessory. The cooler bag is not just for carrying beer—it’s for showing off that you’re part of the Colorado lifestyle. It’s not about the beer anymore; it’s about the image.
The Mountain Town Staple
The shirt jacket is supposed to be the new mountain town staple. It’s not just clothing—it’s a symbol of a lifestyle that’s supposed to be rugged, authentic, and a little bit cool. But let’s be honest: it’s just a piece of clothing that looks good in a photo. And that’s what matters now.
