We wanted to illustrate that the values of Scottish inventiveness and craftsmanship go way beyond the biscuit tin tartan. We teamed up with Folk Clothing, a highly respected fashion house founded by ex-pat Scot Cathal McAteer, based in London and sold throughout the world.
O Street collaborated with Folk to develop workwear for bartenders. After speaking to a number of leading bartenders, in Edinburgh, London and New York, we designed a purpose-built bartender shirt that could cope with the unique requirements of their profession.
The result? A proper shirt for proper bartenders—which holds up to sweat and stains while still looking sharp—and a unique campaign that reflects the values at the heart of the Dewar’s brand.