Jeff Staple & Bellroy have created a customisable version of Bellroy’s iconic sling bag, which sold out in two weeks when it launched in 2019.
This year’s Miller Design Lab explores how customisation has accelerated consumers’ desire and ability to express their own creativity and self through fashion. During what is a tough time for the after dark industries, the campaign also signifies the impact nightlife has had on Australian culture and fashion.
Bellroy Co-Founder and CEO, Andy Fallshaw, says that the Miller Design Lab allowed the brand to shine a light on the importance of our nightlife, and its impact on Australia’s culture, art and individuality during these times. “There has been a wave of innovation and expression as we look for ways to recreate the energy and release that our nightlife provides,” says Fallshaw. “The collaboration with Miller Design Lab has allowed us to fuel this need by providing users a blank canvas, via the Bellroy sling bag, that they can then weave their own personality and story into. The end result is something no one else can replicate.”
For the second year, NYC streetwear heavyweight, Jeff Staple, steps in as the Creative Director for Miller Design Lab helping support designers like Bellroy bring their ideas to life. Even in the face of social distancing, Staple says the Miller Design Lab encourages both entrepreneurial designers and consumers to push boundaries and augment exceptional moments through design.
“Australia is an incredibly creative market and the nightlife is the one time where their unique creativity & self-expression comes out in full force. Initiatives like Miller Design Lab, and our work with Bellroy, help celebrate this cultural and personal individuality through customisation. It’s an exciting partnership to be involved with.” Spearheaded by this collaboration, Miller Design Lab will be working with other leading minds in design, art, technology, music to support and recreate the nightlife in your own space —live-stream a gig from your favourite artist / DJ, order takeaway from your favourite chefs still cooking or get a glimpse behind the scenes of your favourite local designers. A series of well-known influencers have already taken to begun creating their customised versions of the Bellroy sling bag.
A limited number of Miller Design Lab slings will be made available with Bellroy, who will be hosting an open digital design competition from May 31 to Jun 9. For more, visit https://www.instagram.com/bellroy/.
About Miller Genuine Draft
The Miller Brewing Company is continually striving to create new and innovative beer that pushes category boundaries. There is no better example of this than Miller Genuine Draft – 4 times filtered for an exceptionally smooth taste. Launched in 1987, Miller Genuine Draft is a brewing breakthrough. Instead of heat pasteurising in steam tunnels, Miller Genuine Draft is cold-filtered through a ceramic filtration system before packaging. The benefit of this process is that Miller Genuine Draft has the fresh, smooth taste of unpasteurised draft beer.
About Miller Design Lab: Miller Design Lab is a new platform for the brand, a ‘space’ where cultural trends and creativity combine to create exceptional experiences our audience can engage with. A platform that combines trends, creativity and exceptional experiences so that more people can feel exceptional in the moment. More than a physical space, Miller Design Lab shares our audience’s desire to stay one step ahead, to embrace the trends that define this moment and to create something genuinely original that our consumers can experience. Whenever they see the Miller Design Lab label, our consumers will know that something exceptional can’t be far away.