Paulaner cooperates with several German dealers at the start of sales of the new “Limo Lemon”: inside and brands from the streetwear area.
The Munich brewery worked with the Stores Overkill Berlin and Cologne, Afew and Bonkers as well as the Goodbois brand at a collection, said Paulaner on Wednesday. Under the motto “Money Can’t Buy Community” (narrow.: You cannot buy a community with money), the collaboration should embody the spirit of the streetwear scene. Therefore, the products are not on sale, but only available through various promotions and competitions, which have been distributed in the stores of the partners for several weeks since Saturday.
“The world of streetwear and sneakers is known for their dynamics and individuality. But behind the apparent competition there is often a strong feeling of belonging together,” said Paulaner’s marketing boss Henner Höper. “The launch of the Paulaner Limo lemon is not only an expansion of our range, but also an invitation to share more with each other – be it in the form of clothing or good moments.”
It is not the first excursion of the brewery into the world of streetwear. As early as 2020, Paulaner cooperated with more than 100 different “Urban Culture” stores. At that time, the aim was to strengthen the presence in “relevant target groups”.