GI Joe x Alpha Industries, mixing military with pop culture

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For a long time our articles have focused on exposing how collaborations and certain licensed or co-branded activities can elevate lifestyle brands and create what we call “remarkable products”. Such inspirations are well-trodden territory for Alpha Industries, a power user of collaboration as a platform – one which has brought the brand into connection with brands and curators as diverse as Adidas, Burton, Ben Sherman, Manhattan Portage, NASA, Billionaire Boys Club, Undefeated and Vetements, to name a few.

Now, on the occasion of Comic-Con 2017, Alpha Industries joins forces with Hasbro and the retailer BAIT on an ultra-remarkable fight jacket inspired by G.I.Joe, the world-famous action figure.

Alpha Industries x GI Joe/Bait brings the outerwear maker’s L-2B Flight Jacket onto the front line. With a silhouette specifically made for military use, the jacket itself retains iconic military features – with a matte nylon shell and a reversible nylon lining, distinguished by a G.I. Joe comic print. The jacket also comes with woodland camo yoke panels front and back and offers water-resistant features. To sweeten the deal for the most dedicated fans, a G.I. Joe Duke collectible action figure sporting a miniaturised version of the jacket is also included in the activation.

About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.