# Seltzer-Inspired Fashion Collections 1987label and Truly Hard Seltzer Have Joined Forces By Kalin Ned | Published 2024-06-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/1987label References: [shop1987](https://shop1987.com/collections/frontpage/products/truly-x-1987-hat) 1987label and [Truly Hard Seltzer](https://www.trendhunter.com/trends/truly-unruly-lemonade) recently debuted a new limited-edition merchandise collection. The partnership celebrates Truly's new Unruly line of hard seltzer, which boasts an elevated 8% ABV and embodies a classic East Coast summer vibe. The 1987label x Truly Hard Seltzer collection was unveiled during Boston Calling. The capsule features a tote, a hoodie, and a baseball cap. All designs boast a minimalist color palette of navy and white with subtle nods to maximizing weekend enjoyment. Founded by entrepreneur Jen DeAngelis, 1987label gained prominence through a community-driven campaign on [TikTok](https://www.trendhunter.com/trends/nectar-hard-seltzer), championed by influencers like Nessa Barrett. Offering [limited edition loungewear](https://www.trendhunter.com/trends/poppi-collaborates-with-target), the brand adopts a unique approach with weekly drops and never restocking items once sold out, fostering exclusivity and demand. Image Credit: 1987label and Truly Hard Seltzer ## Trend Insights (Trend Hunter) - Score: 7.1/10 - Popularity: 92% | Activity: 96% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Seltzer-inspired-collaborations:** Brands are increasingly partnering with popular beverage companies to create unique lifestyle merchandise that resonates with consumers. - **Limited-edition-merchandise:** The strategy of releasing exclusive, never-restocked fashion items generates a sense of urgency and exclusivity amongst buyers, driving up demand. - **Influencer-driven-marketing:** Leveraging influencers to promote new collections can significantly boost brand visibility and credibility, especially through social media platforms like TikTok. ### Sectors Adopting This - **Fashion-apparel:** Fashion brands are finding innovative ways to collaborate with beverage companies to create crossover merchandise that appeals to lifestyle enthusiasts. - **Alcohol-beverages:** Hard seltzer companies are expanding their brand presence by entering the fashion market, translating their brand aesthetics into tangible merchandise. - **Social-media-marketing:** The influence of social media campaigns, particularly those driven by TikTok influencers, is becoming crucial in launching successful limited-edition collections. ## Related on Trend Hunter - [Vibrant Seltzer-Backed Floaties](https://www.trendhunter.com/trends/truly-x-minnidip.md) - [Margarita-Style Flavored Hard Seltzers](https://www.trendhunter.com/trends/flavored-hard-seltzers.md) - [Hybrid Margarita Hard Seltzers](https://www.trendhunter.com/trends/margarita-style-hard-seltzers.md) - [High-ABV Lemonade Hard Seltzers](https://www.trendhunter.com/trends/truly-unruly-lemonade.md) - [Festive Hard Seltzer Beverages](https://www.trendhunter.com/trends/holiday-party-pack-2.md) - [Limited-Edition Hard Seltzer Packs](https://www.trendhunter.com/trends/truly-hard-seltzer-dream-pack.md) - [Iconic Soccer-Themed Jackets](https://www.trendhunter.com/trends/truly-hardseltzer.md) - [Hard Seltzer Taprooms](https://www.trendhunter.com/trends/hard-seltzer-taproom.md) - [Fruity Vodka Sodas](https://www.trendhunter.com/trends/truly-vodka-soda.md)