ROTTERDAM, 25 November 2024 – WOEI, a prominent Rotterdam-based streetwear boutique, has partnered with Jack Daniel’s to release a limited-edition bomber jacket. This collaboration reflects WOEI’s evolution from a small local shop to a major force in the streetwear industry.
From skateboards to global fashion: the WOEI journey
WOEI, founded in 2007 by Woei Tjin, began as a small sneaker boutique in Rotterdam. Tjin’s passion for skateboarding and streetwear, developed during his time with the “Fret Click” skate group, drove him to create a store that combined fashion and urban culture. He started by sourcing exclusive streetwear and sneakers from the United States, catering to the city’s growing appetite for unique styles.
Over the years, WOEI gained a reputation for its distinct approach to fashion and its commitment to quality. This reputation caught the attention of major brands like Nike, which awarded WOEI a QuickStrike account, giving it access to limited sneaker releases. Further collaborations with global names such as Stussy and ASICS cemented WOEI’s position as a key player in the streetwear scene.
Despite its growth, WOEI has remained deeply connected to its roots in Rotterdam. The brand is celebrated for its ability to bring together international influences with local culture, reflecting the spirit of the city.
Collaboration with Jack Daniel’s
WOEI’s latest venture, a partnership with Jack Daniel’s, demonstrates its continued commitment to innovation and collaboration. The result is a limited-edition bomber jacket that blends the legacy of the American whiskey brand with WOEI’s distinctive streetwear aesthetic.
The jacket features embroidered logos of both brands, quilted sleeves with patches, and an olive-green lining. It is designed to reflect the shared values of craftsmanship, authenticity, and creativity. According to WOEI founder Woei Tjin, the collaboration felt natural because of the overlap between their communities in music and style. Lisa van Schaaik, Senior Brand Manager for Jack Daniel’s, described the collaboration as a perfect synergy of two iconic identities.
Showcasing Rotterdam’s creative spirit
The collaboration’s campaign highlights Rotterdam’s energy and industrial charm, featuring three local creatives: artist S!RENE, stylist and creator Robin Balou, and cultural pioneer Alec. These individuals bring to life the spirit of WOEI, Jack Daniel’s, and the city itself by exploring key locations that represent Rotterdam’s character—bold, unique, and full of creativity.
This campaign further underscores the connection between WOEI’s growth and its home city. The boutique remains a vital part of Rotterdam’s cultural and fashion identity.
Availability and launch details
The Jack Daniel’s x WOEI bomber jacket, priced at €300, will be available from 29 November at WOEI’s store on Hoogstraat and via its online webshop. A giveaway campaign will also allow fans to win the jacket. More details about the collaboration and the contest can be found on WOEI’s website.
Directions to WOEI store
WOEI is located in Rotterdam’s bustling city centre at Hoogstraat 44a, 3011 PS. The store is easily accessible by public transport, bicycle, or on foot. The surrounding area offers a mix of modern architecture, local boutiques, and cultural landmarks, making it a vibrant destination for visitors and locals alike.
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