686 x PBR

686 teamed up with Pabst Blue Ribbon to create a one-of-a-kind collection for the beer-loving snowboarders and skiiers of the world. After spending some time in the PBR archives we discovered Cool Blue, a beloved brand mascot from the 70s. We tapped artist Lucas Beaufort to reimagine Cool Blue alongside his own character Gus Gus riding snowmobiles, snowboarding and hanging out together. The standout piece is a jacket with insulated cooler pockets and that can fit eleven beers (ride at your own risk). Functional, fun, and entirely unique, this collaboration is exactly the kind of thing that only happens when two cult brands find their people in the same place.

My Role: Creative Concept, Art Direction

Illustration: Lucas Beaufort

Outerwear Designer: Robin Mavis, Michi Bretz

Marketing Director: Brent Sandor

Creative Director: Mike West

Photography: Erik Hoffman