Creative Soccer Culture

Chivas & AGR Collaborate On New Football-Inspired Collection

Not to be confused with the Liga MX side, Blended Scotch whisky, Chivas, has teamed up with luxury knitwear brand, AGR, to launch a vibrant, three-piece football-inspired capsule collection that celebrates football communities.

Right off the bat, those who have come to this article expecting to hear about Club Deportivo Guadalajara’s latest escapades in the football x fashion space will be disappointed, for this is not the Liga MX Chivas… this is Chivas Regal, the original luxury blended Scotch whisky, which launched way back in 1909. But, they are exploring the unifying power of football through their latest campaign, ‘Raise the Game’, which unites and celebrates football communities through elevated cultural moments and collaborations, the latest being with luxury knitwear brand, AGR.

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Launching today, Chivas x AGR is influenced by the connecting power of football and fashion. The collection combines Chivas’ luxurious aesthetic with AGR signature neon colours and intricate patterns, creating a unique range that subverts tradition and pushes the boundaries of what football fashion can be. 

Founded in 2019 by designer Alicia Robinson, AGR draws inspiration from London’s diverse culture and a strong desire to challenge traditional knitwear aesthetics. The three-piece capsule collection features a signature jersey, shorts and bucket hat that perfectly capture the unique energy and diversity of modern football communities, as has been evident during this summer’s Women’s World Cup. Each item carries the Chivas Luckenbooth – a symbol found on the neck of every bottle of Chivas Regal that represents friendship, a value at the core of Chivas' ambition to 'Raise the Game'. 

Each garment has been produced primarily by upcycling deadstock fabrics from vintage football jerseys, giving them an elevated new lease of life through Chivas x AGR.

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Alicia Robinson, Founder and Designer of AGR said: “Football kits are famously bold and colourful which is something that has always been at the heart of my designs, so collaborating with Chivas on a collection that breaks boundaries by giving football culture a modern twist was a no-brainer. This three-piece collection is all about bringing people together through a shared passion and allowing them to express their love of the game through their own unique style.”

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The Chivas x AGR collection lands on 16 August 2023 at AGR.

Daniel Jones

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