Fashion is known for its unlikely pairings, and this time a footwear brand is getting in bed with a beer maker for an autumn sneaker drop merging leather and libations.
M.Gemi teamed up with Peroni on a dual-gender footwear capsule, which dropped Tuesday on the former’s website for $228 per pair.
The Boston-based shoe maker, which has offices in New York and Florence, is betting that consumers are looking to inject newness into their wardrobes after interminable months of stagnation.
“As fans head back to the office and integrate back into in-person settings, we’re excited to offer a timeless piece of Italian fashion to help you step out in style,” said Maria Gangemi, who founded M.Gemi in 2015. “No matter where your style takes you, these sneakers can be dressed up or down for a chic and comfortable look, and we couldn’t be more proud to partner with Peroni to bring this authentic Italian accessory to life.”
The Peroni x M.Gemi capsule adds “birra” inspired flair to two of the shoe brand’s Italian-crafted leather sneaker classics, the Lucente for men and the women’s Palestra Due, helping wearers bring “everyday Italian fashion stateside,” the collaborators said.
Cara Lauritzen, who serves as the senior marketing manager for Peroni at Molson Coors Beverage Company, described the collection as “chic enough for a day at the office or night on the town” while offering the “right amount [of] accessible for a casual gathering with friends.”
“We’re proud of our Italian heritage and thrilled to partner with a fashion brand that puts the same level of craftsmanship into their shoes as we do our birra,” Lauritzen added.
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Shoppers will find unique details embellishing the collaboration, including a blue heel inspired by Peroni’s Nastro Azzuro premium lager as well as the beer producer’s iconic red tag. A distinctive blue-and-white striped shoe sock further distinguishes each item, while a “Made in Italy” side-sole stamp broadcasts the sneaker’s handcrafted origins in a sourcing locale known for producing luxury leather goods.
A select group of purchasers is in for a treat. Ten shoe boxes contain a gold Peroni bottle opener that consumers 21 and older can parlay into a “surprise wardrobe or accessory upgrade valued up to $500” on PeroniStyle.com after Aug. 31.
In other curious collaborator news, Academy Sports + Outdoor, the chain of athletic and active lifestyle gear, recently teamed up with fellow Texan Whataburger for a fishing-themed apparel collection celebrating the latter’s menu classics.
“This is the first-ever collaboration between Whataburger and Academy Sports + Outdoors’ exclusive Magellan Outdoors brand—it’s the secret sauce to fishing fashion,” Lawrence Lobpries, Academy Sports + Outdoors’ senior vice president of marketing, said of the limited-time collection available in the retailer’s 106 Texas locations. “We’re excited to pair two iconic Texas brands together for a fun summer treat you can only find at Academy.”
Breathable short-sleeved woven fishing shirts, long-sleeved lightweight performance crew shirts, boat shorts and caps all feature in the collaboration, which is also shoppable online at academy.com/shop-whataburger and whatastore.com.
“We had fun working with Academy and their Magellan Outdoors brand to design Whataburger apparel we know our fans will be hooked on,” said Rich Scheffler, Whataburger senior vice president and chief marketing officer.