Wray & Nephew, Christopher Martin and Alife’s epic collab

Wray & Nephew white overproof rum is iconic. Singer Christopher Martin is a Big Deal, and streetwear brand Alife is legendary. Mix them together, and you get a spirited merchandise collaboration that represents Jamaica.

The Caribbean music scene is replete with tastemakers and pioneers in sound and style. However, despite their success, both are often diluted by co-option and a lack of credit or a platform being given to the originators. To increase the exposure to these extraordinary artistes, Wray & Nephew recently launched a brand collaboration campaign called Wray Mixes, which are playlists on music platform Spotify intended to champion Caribbean music and artistes.

“As the [Wray Mixes] campaign came to life, we felt a merch collaboration had a huge upside for all of us: promoting this trifecta of brands – Wray & Nephew, Alife, and Chris – through fresh designs, content generation, and giving consumers a physical way to connect with their favourite artistes and brands,” said Tiffany Lasky-Tumarkin, associate brand manager of rums at Campari Group.

The alliance, Martin says, came about from a previous working relationship with Wray & Nephew. “I did something for them with my song Big Big. So based on the results of how well it went and how professional they saw that me and my team work, it was only right for us to do more work together based on my reach and influence as an artiste. It pays to stay true to your craft. The appreciation is never-ending.”

When looking for a design partner Lasky-Tumarkin says, “Alife was at the top of our list because of their classic designs and their storied history in the culture of New York lifestyle and streetwear scene.”

FINDING BALANCE

It then begs the question, how do three distinct brands come together to create a seamless collaboration with which all parties can be happy? The challenge was to find balance in the three elements: Wray & Nephew, Alife, and Christopher Martin. The idea was not to just place logos on merch but to truly integrate and find a relation to one another. Going after the look and feel you find in merchandise from music festivals and tours, Alife took direct design cues from the Wray & Nephew bottle, the Jamaican flag, and the coat of arms, translating the merchandise collaboration into reality.

Wray & Nephew felt strongly that proceeds should go to a cause that is important to their artiste partners, who are part of the fabric of the Jamaican community. Martin, the ‘Rising Stars’ alum, identified the Bureau of Gender Affairs (BOGA) as his charity of choice, saying: “I chose the BOGA because they share the same vision that I have. There are a lot of women out there who need to know that we care and we understand what they’re going through. A lot of them have been hurt physically and mentally, [and] I want them to know that I’m here and that they’re not beyond repair.” Lasky-Tumarkin reiterated Martin’s statement adding that “we proudly support their mission of creating greater equality and equity on the island.”

The capsule collection includes a tote bag and T-shirt, which are available at www.alifenewyork.com while stocks last.