Chivas Regal News

Chivas teams up with AGR to drop exclusive collab inspired by football fandom and community


Scotch whisky and luxury knitwear come together to celebrate the summer of football with a retro, patchwork fashion range.

Blended Scotch whisky, Chivas, has teamed up with luxury knitwear brand, AGR, to launch a vibrant, three-piece capsule collection that embodies the Scotch’s ambition to ‘Raise the Game’* by uniting and celebrating football communities through elevated cultural moments and collaborations.

Launching today, Chivas x AGR is influenced by the connecting power of football and fashion. The collection combines Chivas’ luxurious aesthetic with AGR signature neon colours and intricate patterns, creating a unique range that subverts tradition and pushes the boundaries of what football fashion can be.

Founded in 2019 by designer Alicia Robinson, AGR draws inspiration from London’s diverse culture and a strong desire to challenge traditional knitwear aesthetics. The three-piece capsule collection features a signature jersey, shorts and bucket hat that perfectly capture the unique energy and diversity of modern football communities, as has been evident during this summer’s global women’s tournament. Each item carries the Chivas Luckenbooth – a symbol found on the neck of every bottle of Chivas Regal that represents friendship, a value at the core of Chivas’ ambition to ‘Raise the Game’.

Blending retro football looks with modern fandom and style, the collection sits at the intersection of sport and fashion by paying homage to the kit designs and fan communities that have brought the beautiful game to the forefront of streetwear. Each garment has been produced primarily by upcycling deadstock fabrics from vintage football jerseys, giving them an elevated new lease of life through Chivas x AGR.

Alicia Robinson, Founder and Designer of AGR said:

“Football kits are famously bold and colourful which is something that has always been at the heart of my designs, so collaborating with Chivas on a collection that breaks boundaries by giving football culture a modern twist was a no-brainer. This three-piece collection is all about bringing people together through a shared passion and allowing them to express their love of the game through their own unique style.”

Nick Blacknell, Chivas Global Marketing Director, said:

“Chivas and AGR share a vision of how popular culture – be it football, fashion or otherwise – can help people and communities around the world to ‘Raise the Game’. Chivas x AGR is the latest exciting step in our ambition to support and elevate the game to new heights and we’re proud to have partnered with Alicia to create this incredible collection that we hope unites fans in celebration of modern, diverse football culture.”

Lensed by Ayshe Zaifoglu, Chivas x AGR Knit’s lookbook features an array of talent that embody Chivas’ ‘Raise the Game’ ethos. The cast includes radio DJ, Henrie Kwushue, renowned embroidery artist Nicole Chui, and grassroots football player and graphic designer, Molly O’Donoghue from Rain on Me FC. The collection builds upon Chivas’ work in the football space to date, which includes: a global partnership with Manchester United that saw the brand become one of the early official supporters of the women’s first team, its Regal FC digital platform which connects global talent and grassroots players, and support for grassroots club and community network, Coats & Goalposts.

The Chivas x AGR collection lands on 14th August 2023 at AGR. For further information, and to stay up to date with all the latest Chivas news, visit or follow us on Instagram @ChivasRegal.

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