Skip to main content

Bacardi Introduces Wearable Music With Nahmias and Boi-1da

Hoodies, Hats, and T-Shirts: All QR Codes Link to New Tunes

On Thursday, June 23, a new type of collection made its global runway debut at Paris Men’s Fashion Week. The runway-ready looks held a strict “codes out, phones out” policy, which gave attendees a chance to scan the tech-chic getups to add their own personal soundtrack to the show.

This new drop finds Bacardí Rum continuing its Music Liberates Music program initiative that champions underrepresented voices in the music industry by enlisting high-end streetwear brand, Nahmias and Grammy-winning producer (and longtime collaborator), Boi-1da to create The Wearable Album. Each garment and accessory in the new capsule collection dons a QR code integrated into clothing designs linking phone-wielding fashionistas to an album of rising global musical talent when they snap a photo. In a world where a new song is dropped every second on some streaming platform, this gives emerging music artists a cutting-edge way to drop and distribute their music.

Models sport The Wearable Album collaboration collection hooded sweatshirts
Bacardi

The Spotify playlist is a playful take on hip-hop and R&B, throwing in elements like chill beats, jazz, and electronica to elicit chill vibes. Even better, the more stylish supporters sport The Wearable Album, the more support goes to rising artists.

“This next class of Music Liberates Music artists have raw talent and passion, which I’ve seen first-hand in helping them to produce new tracks exclusive to the Nahmias drop. As someone who has been in the business of music making for a long time, I’m excited for them to not only grow as artists, but to get the exposure they deserve,” Grammy-winning producer, Boi-1da, said in a press release.

Participating global artists in the program include Chicago’s Ric Wilson, who offers a funk and disco-infused take on rap, bellowing with robust percussion and buoyant vocals. Londoner and master of musical melding, BenjiFlow, wields a rhythmic intermingling of R&B and West African-flavored pop with Brazilian samba and Afro-Cuban influence. Berlin-based singer, songwriter, and composer, K.ZIA, supplies a fusion of soul, R&B Afro-urban riffs with harmonic vocals that whisk listeners into her sonic universe.

Boi-1da and Doni Nahmias celebrate NAHMIAS SS23 PMFW Show with Bacardi rum
BFA

Not only will apparel buyers support rising artists, but they will also earn back on their investment in the form of swag. As an added incentive to promote the collection and its rising artists, fans will earn live music rewards every time someone scans hats, tees, hoodies, or jackets and listens to the rising artists. Founder and fashion designer, Doni Nahmias, didn’t have to look far for inspiration.

“As an up-and-comer in my own industry, I was thrilled to be part of the latest iteration of Music Liberates Music and had a lot of fun combining my signature aesthetic with the tropical vibes of Bacardí to bring this collection and QR tech component to life,” he said.

The four-piece, gender-neutral capsule embraces a signature Nahmias fit with a Bacardí-inspired Caribbean flair. The brand logo boldly proclaims, “Support Artists,” in block letters. Sweatshirts and tees spotlight designer art.

Bacardí asserts that this fourth version of Music Liberates Music revolutionizes how people discover and stream new music, one garment at a time. Sign up and preorder to snag The Wearable Album merchandise before it’s gone.

Pre-order Now

Editors' Recommendations

Matthew Denis
Former Digital Trends Contributor
Matt Denis is an on-the-go remote multimedia reporter, exploring arts, culture, and the existential in the Pacific Northwest…
How to spot a fake Rolex: 3 dead giveaways
Don't get duped by a fake
The Rolex Perpetual 1908

There are endless options for you if you're the kind of guy who loves to invest in luxury watches for men. You can elect to go German with Steinhart or Hanhart, Japanese with brands like Seiko or Citizen, or French with watches like Breguet or Cartier. Of course, if luxury is what you are looking for, Swiss is the best way to go. It's the capital of premier watchmaking in the world and the watches from there span across the globe. Of all the Swiss brands (and the rest of the brands, for that matter), Rolex is the number one brand for people to invest in and shop for.

Of course, there is a flip side to being the most desired watch in all the world. Watchfinder CEO Arjen van de Vall commented in a Bloomberg article that Rolex fakes make up half of the counterfeit market, and they are getting harder to spot. "Rolex is the most aspirational luxury watch brand and the highest demand, hence, it's the most replicated," he said.

Read more
Adidas Cyber Monday sale: Shoe and sneaker deals from $12
Running in Adidas shoes.

Adidas is having a huge Cyber Monday sale, with lots of shoes and sneakers seeing a discount. This makes it the ideal place to land some savings on running does. Prices go

with some fantastic price cuts on running shoes, kicks for looking great in, and so much more. There are over 600 types of footwear in the sale with up to 65% off, so it's a really good idea to hit the button below and see what's out there for yourself.

Read more
Air Jordan Cyber Monday: 140 deals on sneakers, tracksuits, and more
nike air jordan 1

Nike is being very generous this holiday shopping season, currently bringing us a lot of Cyber Monday deals to shop. We're seeing Nike Jordan items discounted by as much as 45% off. Some items even have a flash sale taking them an extra 25% down. To get in on the excitement, all you need to do is tap the button below. You'll be transported to Nike's Jordan shop, where over 100 items are currently discounted. That includes some of the best shoes as well as other Nike Jordan apparel that you won't want to miss a chance at grabbing on a discount. Alternatively, read on to see our analysis and get a more curated view of the deal.

Why You Should Shop the Nike Jordan Cyber Monday Deals
When presented with over 140 items, where do you begin shopping? It's not a trivial question, but it really comes down to personality. Find your persona below to shop with ease.

Read more