Glenmorangie Scotch lately joined forces with Dominic Ciambrone, founding father of The Shoe Surgeon and a titan of the bespoke sneaker trade, in a year-long partnership that incorporates a limited-edition drop, studio concert events, and workshops.
The partnership seeks to ask a wider viewers to expertise the world of whisky and the intersection of sneaker tradition and single malts.
Impressed by a “what if?” mindset, Glenmorangie’s director of whisky creation, Dr. Invoice Lumsden, stated the distiller’s free-wheeling but scientific whisky-making strategy is mirrored via Dominic Ciambrone’s reimagination of timeless classics and celebration of customization.
All year long, the partnership will showcase the merging of whisky and bespoke vogue tradition in a number of alternative ways.
Glenmorangie branding can be built-in all through The Shoe Surgeon’s studios, and the distillery’s portfolio can be poured throughout occasions all year long together with concert events and customization workshops.
Ciambrone stated he and his group “function on the highest degree in all the pieces we do. Glenmorangie is about elevation, luxurious and craftsmanship. We’re proud to associate with those that share the identical imaginative and prescient and customary for high quality and excellence as we do.”
Dominic Ciambrone lately visited with The Whiskey Wash in regards to the Glenmorangie partnership and all issues sneakers and single malts.
Dominic Ciambrone (picture through Glenmorangie)
The Whiskey Wash: How do the worlds of whisky and sneakers meet?
Dominic Ciambrone: “We’re each centered on creating elevated, luxurious merchandise and experiences. If it’s whisky or a bespoke sneaker that you simply’re designing, on the finish of the day it’s actually about craftsmanship. That’s the place I really feel that Dr. Invoice (Glenmorangie’s Head of Distilling and Whisky Creation) and I share an curiosity, we’re each breaking boundaries inside our industries and creating the sudden.”
TWW: What are a few of the similarities between whisky fans and sneaker heads?
DC: “Lots of people have a look at us being restricted to sneakers, nevertheless it’s greater than that. I believe all of us have our personal degree of style and it’s actually the shared love of a good looking product … whether or not or not it’s your favourite glass of whisky or your favourite sneaker. Every presents its personal distinctive expertise and a mutual appreciation for the craft.”
TWW: Inform us the method to creating a legendary, bespoke sneaker.
DC: “It begins with an thought or undertaking introduced to us … every one is completely its personal. Generally shoppers are very clear as to what they’re on the lookout for and provides very particular concepts or path. Different instances, now we have whole artistic freedom and that’s the place the magic occurs.
“The design course of is basically the place I categorical myself. For my collaboration with Glenmorangie, for instance, there are a whole lot of similarities with the best way that Dr. Invoice expresses himself via whisky making. Each processes require creativeness to create one thing actually distinctive.
“Apart from my very own creativity, I’ve a gifted group of designers who work intently with me and the consumer to execute their visions right into a actuality. From there, we carry these ideas to life with the assistance of our in-house manufacturing group; sourcing and sampling begins to carry these designs to life.”
TWW: How do you select or mix the fitting whisky for the sneaker tradition?
DC: “I believe all of it is determined by what you’re on the lookout for. For us, it’s actually in regards to the expertise. It’s the sensation you get once you stroll into our studio, or put on one among our sneakers. We’re all the time striving to supply a luxurious expertise. Luxurious is the usual and synonymous with us and Glenmorangie … in that, partnering with them was the fitting selection.”
TWW: Are the demographics of whisky fans altering, and/or is the sneaker tradition aligning to the whisky demographic?
DC: “Each. I believe you’re seeing each areas altering as they turn out to be extra approachable. Scotch can have a stereotype of an previous man’s drink, and I additionally suppose sneaker tradition and luxurious vogue can appear intimidating to customers, so with this partnership we’re actually attempting to make these classes extra inviting and numerous.”
TWW: What’s a day like on the Shoe Surgeon’s studio?
DC: “On a regular basis on the studio is completely different. I needed a spot the place individuals can join, no matter their background; an area the place creatives, artists, athletes and entrepreneurs alike discover frequent floor and faucet into their creativity. You by no means know who’s stopping by. Now we have workshops happening with SRGN Academy, futbol and basketball runs in the course of the week after hours; it’s actually a secure house for us all to benefit from the second, get artistic, have some enjoyable and be current.”
TWW: What can we anticipate from the collaboration and what’s sooner or later for these two revolutionary companions?
DC: “There can be a limited-edition sneaker drop and studio concert events. Earlier than designing the sneaker, I’ll be going to Scotland in July to actually get immersed within the model and meet Dr. Invoice. Glenmorangie’s additionally created an incredible bar setup in our new LA studio for company to get pleasure from, and we’ll be serving specialty cocktails throughout our summer time basketball league on the studio.
“I grew up within the hospitality enterprise, so making a full sensory expertise for customers has all the time been a objective of mine as I develop my model, so it’s nice to associate with a model that focuses on offering that very same expertise.”
