Desperados made a frozen beer jacket for young festivalgoers. We know that festival fashion is huge in Europe—and whether to spoil their look with a jacket for uncertain weather is always a debate. The brand has a solution with the Freeze-Fit jacket, a collab with designer Paolina Russo that actually cools wearers down with both hidden fans and pouches to fill with frozen beer. Owners of the limited edition coat can drink Desperados Freeze, the beer brand’s new frozen slush serve, straight from the jacket, making the garment both functional and experiential. Desperados is promoting it across socials, of course, but also letting attendees try it on at festivals across Europe. (Famous Campaigns)
👀 Read more from YPulse: Festival Culture: How Many European Gen Z See Live Music
