the story the story
Without the hard-working innovators, entrepreneurs, and hustlers of the Food and Beverage industry, Tito’s Handmade Vodka wouldn’t be where it is today; the communities within the service world are integral to the Tito’s story. Teaming up with Prince Creative Director David Grutman led to the creation of an apparel collection highlighting each brand’s unique spirit, celebrating the lifestyle they serve, and supporting service industry employees who could use a hand during these tough times.
Mix Prince’s iconic style, a splash of ‘90s flair (a nod to the first bottle of Tito’s sold), and a dash of eclectic expression to serve up a drop made for a day on the court or an off-court afternoon sipping cocktails. This iconic collection features cropped tees, classic crewnecks and caps, throwback short styles, and an official tracksuit.
Looks from the collection are modeled by bartenders impacted by the current pandemic and photographed on-location in three cities across the U.S. – Austin, Los Angeles, and Miami.
From February 16 through March 3, this exclusive collaboration will be available for purchase with 100% of revenue* benefiting Southern Smoke Foundation. This service industry-focused nonprofit organization operates with the goal to “take care of their own,” and provides funding to individuals within the Food and Beverage industry who are experiencing personal and financial crises. Since the beginning of the COVID-19 pandemic, the Southern Smoke Emergency Relief Fund has distributed over $4 million to 2,244 people across the country and will continue this urgent support as long as it’s needed.