7-Eleven has announced a one-of-a-kind collaboration with popular Sydney-based anti-resort wear label, Double Rainbouu. Dropping on 1 December, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour.
The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, bucket hat and beach bag, featuring the tagline, “Paradise 24/7”. Each piece has been custom designed by Double Rainbouu creative director and founder, Mikey Nolan, the former creative director of cult denim label, Ksubi. This high vibe collection will be available exclusively on the Double Rainbouu website from 1 December in strictly limited quantities until sold out.
“Double Rainbouu was launched as an antidote to traditional resort brands. In many ways we sell the idea of paradise 24/7 and see 7 Eleven as a similar oasis. So, the whole concept was about the synergy of both brands selling “Paradise 24/7”, says Mr Nolan.
“When 7-Eleven approached us to create a capsule line, we jumped at the opportunity to work with such an iconic brand that plays a part in every Aussie summer, including my own. Who doesn’t love a store that is there for your needs any hour of the day or night! The designs have come together over several months of collaboration. They’re inspired by 7-Eleven, our famous Aussie local beach culture, and hot summer days.”
7-Eleven Head of Marketing Adam Jacka says: “We’re proud to be partnering with an Australian label to celebrate the Australian summer season together. 7-Eleven’s unique 24/7 convenience proposition helps Aussies make the most of their Summer whether it’s a midnight or midday dash to your local. This ‘Paradise 24/7’ collaboration celebrates the official start of the Summer and the social season with family and friends.”
“The Double Rainbouu brand felt very much aligned with the 7-Eleven brand essence – bold, optimistic, and inclusive. What could be more appropriate for those long, hot days this Summer than an ice-cold 7-Eleven Slurpee or Shake, and one our limited-edition Hawaiian shirts?”
The collection is headlined by two Double Rainbouu Hawaiian shirt designs, which will retail at the special 7-Eleven price of $71.11. Hats and caps are priced at $39, while the beach bag is $19. My 7-Eleven loyalty members will receive a 10 percent discount across the range.
