AW1664 is the beer-themed, covetable capsule collaboration between 1664 and Helsinki heroes Vain

The founders of Vain know their way around a 1664 Blanc; at the buzzy Helsinki-based brand’s semi-regular parties, at which 300 or so local creatives and cool kids fill their modest studio and spill onto the surrounding streets, the distinctive blue-bottled beer is always on offer. “We always have 1664 with us,” says Vain CEO Roope Reinola, who cofounded the brand with creative director Jimi Vain. “We bring it with us when we go to parties and we live with five roommates, so we always have the beer at our place.” Vain nods and adds, “I don’t even drink alcohol like that, but the brand is so strong and it’s always around us. The blue bottles.”

This long-standing relationship with 1664 has culminated in a limited collaborative capsule between the beloved French beer brand and Vain. Dubbed AW1664, the collection features longsleeves, hoodies and upcycled denim (a Vain signature) all stamped with a reworked 1664 logo, which finds the iconic crest mashed up with Vain’s signature heart. “It’s kind of elegant but playful as well,” says Vain, adding, “I’ve always loved to play with logos.” Clever red details – like the red belt with its sturdy logo buckle – mimic 1664’s signature red ribbons.

Inspired by French terrace culture, the collection revels in a certain sense of community – the sort of pieces best enjoyed whilst hanging with a group of like-minded pals (much like a beer, come to think of it). “Since a year-round terrace culture in Finland is somewhat impossible due to the weather, we wanted to create clothes that enable togetherness and shared moments with 1664 in any weather,” says Vain.

But perhaps the standout pieces are those that merge fashion with function. A cap, for instance, doubles as a bottle opener (the opener itself is located in the brim). “My best friends always drink 1664 and we don’t ever have beer openers anywhere, so we’re opening the beer bottles on the wall,” says Vain. “So I wanted to design something that had a bottle opener in it and the first thing I drew was the cap.” Also on offer, a vest cleverly designed to carry a six-pack. “Roope used to have this jacket with pockets and the pockets had holes in them, so he used to put beers in the lining,” says Vain. “So the vest idea kind of came from there.”

Despite the fact that 1664 is a global power player, Vain was granted (almost) carte blanche when it came to creating the capsule. “We basically gave them free hands in designing the collaboration,” says Marisa Kursula, the senior brand manager of 1664 in Finland. “We had complete trust in Vain, and that’s why teaming up felt so natural.” According to Kursula, in addition to 1664 and Vain’s shared love of an unexpected juxtaposition – not to mention the enthusiasm to create something surprising, something that evokes emotion – what both brands really have in common is the sense of community. “Both Vain and 1664 really want to encourage people to gather around and have fun with their friends – to have a good time,” she says. “That’s something we really want to encourage with this collaboration – to spend time and share memorable moments with your friends and loved ones and really have that social connection.”

That social connection was on full display yesterday evening, when the collaboration kicked off with a massive Helsinki party at which the Vain founders invited 400-plus of their closest friends. “1664 has been involved in so many good memories,” says Reinola. “And we really wanted to celebrate that.”

AW1664 collection is available from 22.00 EET via Vain. It will also be available at the Vain store in Helsinki from 12:00 EET October 25th