Whisky label Glenfiddich has teamed up with Melbourne custom sneaker artist, Chase Shiel, to create a limited-edition luxury sneaker. The sneaker comes as Glenfiddich reveals its new whisky, Grand Cru, matured for 23 years and finished in rare French cuvée oak casks. To celebrate the launch of the exclusive whisky, Glenfiddich called upon Shiel to create the custom sneaker.
“When I designed the custom sneaker, I drew from the grandeur of the Glenfiddich Grand Cru,” Shiel said. “I focused on the senses of touch, sight and smell to reflect its luxurious nature. Through touch, the smooth and supple black nubuck against the aged diesel black leather. Through sight, we can see the perforated black leather with hints of gold shining through the toe box, collar and tongue, bronzed insoles and a gold embroidered explosion noting Grand Cru’s occasion of celebration. And finally, smell. By using only the best materials, I can deliver that distinct aroma that only comes from high-quality leathers”.
Extremely limited edition, there have only been 23 pairs of the ‘Glenfiddich Grand Cru XXIII’ sneakers made, representing the whisky spent ageing in the barrels each year. Only ten pairs are set to be available to the public. Additionally, a limited number of custom art pieces will be available to the public for purchase via the Glenfiddich website.
The drop date will be announced on the Glenfiddich Instagram with 100% of proceeds from the sale donated to Shiel’s charity of choice, HalfCut – a peer to peer, social and environmental movement that engages all people to raise funds for forest regeneration. Consumers will also have the opportunity to work directly with Shiel to create a customised, premium sneaker representing a personal moment of their celebration.
‘The Grand Cru Experience’ will allow customers to celebrate their significant life moments in style, with each pair accompanied by a bottle of Grand Cru and two smoke grey crystal coupette glasses to toast the occasion.
Glenfiddich brand ambassador Ross Blainey said the business wanted to shake up the perception of whisky in media.
“The pairing of sneakers with whisky is very contrary to traditional whisky imagery, and that’s exactly why we did it. Our partnership with Chase reflects Glenfiddich’s desire to push boundaries in how people perceive and enjoy whisky. We’re launching more than just a boundary-pushing whisky in Grand Cru; we’re connecting with a lifestyle,” he said.
Blainey added that whisky and sneaker fans share similarities in their collecting behaviours.
“There’s a lot of similarities between sneaker and whisky collecting, as they’re both functional pieces of artwork. Unlike a painting or sculpture created for display, you have to decide how you want to enjoy your sneaker or whisky. Do you showcase it to everyone and keep it forever? Or do you use it every day to experience its core purpose but know that it will eventually run its course? That emotional decision forges a real connection to that piece, whatever you decide,” he explained.
Shiel has been making and creating footwear for over 13 years and originally studied pattern making for traditional shoes at RMIT.
Glenfiddich Grand Cru is available now in luxury whisky retails, and its recommended retail price is $395.