Dive Brief:
- Apparel lifestyle brand Vineyard Vines has partnered with Jeep on a capsule collection, according to a company press release.
- The co-branded collection consists of hats, sweatshirts, shirts and shorts for men and women, which will be available to purchase on Vineyard Vines’ website and select stores.
- The companies also launched a sweepstakes for entrants to win a custom Vineyard Vines Jeep Gladiator, among other prizes.
Dive Insight:
The partnership with Jeep is a full-circle moment for Vineyard Vines’ founders, paying homage to the early days traveling across New England in their own Jeep to sell ties.
Vineyard Vines and Jeep were connected by FCA’s licensing agent, IMG. For Vineyard Vines co-founders and brothers Ian and Shep Murray, the opportunity to collaborate with Jeep was a longtime wish come true.
"We have been chasing our dream of Vineyard Vines in a Jeep since we were able to drive,” Ian Murray said in a statement. “There's no better feeling than being behind the wheel of a Jeep vehicle. Be it an old CJ-7 or one of today's Rubicons, the feeling is the same: boundless opportunity, freedom ahead and the ability to chase your dream."
As part of the collaboration between the two brands, a customized co-branded Jeep will travel the country, stopping in select locations to showcase the collection, host exclusive events and promote the sweepstakes to win a car.
"The Jeep brand holds a rich, truly American history that is steeped in freedom and adventure and holds a unique place deep in the hearts of our owners and enthusiasts as well as fans and followers," Kim Adams House, head of licensing, merchandising and multicultural marketing for Stellantis, said in a statement. "Vineyard Vines and its 'good life' ethos expresses a dimension of the Jeep brand's qualities and its, 'Go Anywhere, Do Anything' spirit. This special collaboration creates an authentic bridge, allowing each brand's communities to demonstrate their love of both brands at the time that those golden New England summers begin."
Vineyard Vines has collaborated on collections with a number of brands and celebrities, including the 2019 opening of a co-branded retail store with sportscaster Jim Nantz at Pebble Beach, California. The company in May opened its 14th store at the Disney Springs Town Center located within Walt Disney World Resort in Florida.
Jeep has also collaborated on a number of apparel collections, including a hiking boot collection with footwear brand Merrell that launched in 2023 and another partnership with Delsey Paris in June on a collection of outdoor luggage and travel bags.
