Branded Bellmen: Ace Hotel x Alpha Industries
American boutique hotel chain Ace Hotel has collaborated with US-based apparel company Alpha Industries to create a special-edition parka for the bellmen at its New York City location. The heritage-military-inspired outerwear (a key look for menswear for Autumn/Winter 2013-14) is also available for purchase through the hotel’s online store.
Although Ace Hotel is no stranger to design mash-ups (see our interview with Ace Hotel founder, Alex Calderwood), this is the first time that a partnership focuses on the redesign of staff uniforms, marking a potential opportunity for fashion brands to collaborate with hoteliers. For more on how hotels are using uniforms to convey a stylish extension of their brand, see The Uniform of Travel.
Working with retailers is a key development in the hospitality industry, as hotels look to reinvent the hotel gift shop (see Retail/Hotel Hook-Ups: Trans-Industry Brand Matching). For more on how to harness another brand’s cultural cachet, read Brand Collaboration: What’s Your Cultural Value?.