Desperados has partnered with fashion designer Paolina Russo to launch the Freeze-Fit, a limited-edition festival jacket featuring an integrated cooling system powered by Desperados Freeze, the brand's latest liquid innovation that transforms Desperados into an ice-cold slush.
Festival clothing dilemma
Fresh research shows that more than half (53%) of festival-goers say they have had a festival outfit spoiled by unpredictable weather, while more than a quarter (26%) have departed a festival early because of it. Despite attending festivals to enjoy themselves and unwind, over a third (35%) say weather-related clothing worries prevent them from maximising the experience.
For many, the dilemma begins before they've even departed home: take a jacket and risk overheating, or abandon it and risk feeling foolish later. The Freeze-Fit is engineered to remove that trade-off, helping festival-goers remain concentrated on the present rather than the weather prediction.
How the Freeze-Fit works
The unique fashion item merges experimental fashion, integrated cooling technology and a striking design - with a new addition to the fashion market called "Freeze-Fit" which is engineered to help festival-goers ignore the weather forecast and concentrate on having a brilliant time.
Utilising the same frozen liquid innovation behind Desperados Freeze, users simply slot the frozen drink into a specially designed compartment inside the jacket. Cooled liquid flows through an insulated tube network woven into the garment, while dual concealed fans built into the back boost airflow.
Ligia Patrocinio, Global Head of Desperados, said: "Every festival starts with the same question: do I bring a jacket or not? We loved the idea of taking that familiar dilemma and solving it in a completely unexpected Desperados way. The Freeze-Fit is designed to help people forget the forecast, stay cool when the energy rises and focus on what festivals are really about, letting loose with friends. That's exactly the kind of experimentation Desperados is known for."
Designer collaboration and festival rollout
Paolina Russo and Lucile Guilmard, the co-founders of Paolina Russo, said: "With shared values of experimentation, colour and vibrancy, there was no question about collaborating with Desperados. Our work has always been rooted in connection, shared memories and self-expression, which resonates with the Desperados ethos of living freely and creating memories with friends. The Freeze-Fit brings this to life through bold colours and an innovative blend of textiles and technology."
Appearing at elrow festivals globally, Desperados is testing and launching new ideas like the Freeze-Fit and the Desperados Freeze drink. All innovations are designed to reimagine nights out for a new era of socialising to help consumers let loose their way, from festivals to late-night dancefloors.
