Jameson and KidSuper Collaborate on Apparel Line

The Irish whiskey brand partners with the streetwear label to reach younger, style-conscious consumers.

Published on Feb. 26, 2026

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Jameson Irish whiskey is expanding its fashion partnerships as part of a strategy to reach a younger, style-driven audience. The brand has unveiled a new capsule collection created in collaboration with KidSuper, a New York-based streetwear label founded by Colm Dillane. The 10-piece collection, featuring retro-inspired apparel like college jackets, tracksuits, and jerseys, made its debut at KidSuper's Paris Fashion Week show in January 2026.

Why it matters

The Jameson x KidSuper collaboration is part of Jameson's efforts to stay culturally relevant and deepen its connection with younger consumers, a key demographic for the Irish whiskey brand. By partnering with a fashion-forward label like KidSuper, known for its streetwear aesthetic and emphasis on individuality, Jameson aims to introduce its brand to a new, style-conscious audience and build brand equity through storytelling and cultural relevance.

The details

The Jameson x KidSuper capsule collection will launch in May 2026 and be available through KidSuper's website, Jameson's distribution channels, and select retail locations. The collaboration is part of a broader strategy by Jameson's parent company, Pernod Ricard, to keep the world's best-selling Irish whiskey brand top-of-mind among younger consumers in a global alcoholic drinks market that is currently facing volume sales declines. The partnership is Jameson's most ambitious fashion collaboration to date, signaling a shift from occasional creative tie-ins to a more structured, globally activated partnership model.

  • The Jameson x KidSuper collaboration began taking shape in late 2024.
  • The capsule collection made its debut at the KidSuper Paris Fashion Week show in January 2026.
  • The full Jameson x KidSuper collection will launch in May 2026.

The players

Jameson

An Irish whiskey brand and the second-largest brand in the portfolio of French multinational Pernod Ricard.

KidSuper

A New York-based streetwear label founded by Colm Dillane, known for its emphasis on individuality, street culture, and self-expression.

Colm Dillane

The founder of KidSuper, an American with Irish heritage who was named to the Forbes 30 Under 30 list in 2017.

Stuart Moffett

Jameson's marketing manager for partnerships and trade marketing.

Florian Sallaberry

Jameson's brand communications, content, and partnerships director.

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What they’re saying

“Colm is a great partner because of his whole ethos about community. His studio in New York hosts fashion designers and artists and is opened up for cultural events. This resonated strongly with Jameson's own viewpoint.”

— Stuart Moffett, Jameson's marketing manager, partnerships and trade marketing (Forbes)

“The big bang will happen in May when we launch a major social campaign.”

— Florian Sallaberry, Jameson's brand communications, content, and partnerships director (Forbes)

“We think U.S. first, meaning any collaboration has to work in the U.S., but we will be going global.”

— Florian Sallaberry, Jameson's brand communications, content, and partnerships director (Forbes)

What’s next

The Jameson x KidSuper capsule collection will launch in May 2026, accompanied by a major social media campaign.

The takeaway

The Jameson x KidSuper collaboration represents Jameson's most ambitious fashion partnership to date, as the Irish whiskey brand seeks to stay culturally relevant and deepen its connection with younger, style-conscious consumers in key markets like the United States.