Joe Jonas Named Brand Ambassador for Scotch & Soda
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Joe Jonas has been named the first official brand ambassador of Scotch & Soda, which was acquired last April by Bluestar Alliance.
Jonas, the 34-year-old singer, songwriter and actor, will lead the creation of a capsule collection to be released in fall 2024 and serve as the face of the brand through the spring 2025 season.
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The multicategory collection will feature men’s and unisex apparel and accessories.
“Scotch & Soda is taking a more elevated, focused approach to our collections to offer expertly designed and premium pieces that our consumers can enjoy,” said Eran Kaim, chief product officer of Scotch & Soda. “Joe Jonas is one of the most dynamic artists of today and we are eager to bring his unique vision to the brand. Known for his authentic personality and distinctive sense of style that mixes modern and vintage details in silhouette, color and texture, Joe is an inspiring creative partner for the Scotch & Soda brand.”
Jonas added, “I’m excited to partner with Scotch & Soda — a brand that stands for individual artistic expression through style. I look forward to working with such an internationally renowned brand in the seasons to come.”
The collection is expected to combine Jonas’ personal sense of style and his own interpretation of the Scotch & Soda brand. The line is slated for a September 2024 launch in both Scotch & Soda retail stores worldwide and wholesale distribution.
According to Bluestar, Jonas is participating in remote and onsite meetings with their Scotch & Soda teams in New York and Amsterdam.
This represents Jonas’ first apparel collection. He has previously collaborated on a shoe line with Koio.
Jonas rose to fame as one of the three brothers of the popular pop rock band Jonas Brothers, with his younger brother Nick Jonas and older brother Kevin Jonas. Joe Jonas was also part of DNCE, an American dance-rock brand, which in 2018 had a collaboration with K-Swiss.
Looking ahead to 2024, Scotch & Soda seeks to evolve its denim and knitwear business as well as expand into more categories including tailored clothing and dresses. Fall 2024 will see the start of a new collection rooted in core categories, bestselling silhouettes and fashion pieces that seek to advance Scotch & Soda’s position in the contemporary market.
Joey Gabbay, chief executive officer of Bluestar, said, “This is the first of many impressive partnerships for Scotch & Soda that will take the brand to new heights in Amsterdam, the U.S. and around the globe.”
Bluestar Alliance’s acquisition of Scotch & Soda was expected to allow for the continuation of the brand and its products across key markets. Founded in 2006, Bluestar’s portfolio of brands includes Hurley, Tahari, Bebe, Justice, Brookstone, Kensie, Catherine Malandrino, Nanette Lepore, English Laundry, Joan Vass and Limited Too.
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