7-Eleven has collaborated with fashion label Double Rainbouu to launch a limited-edition, custom-designed collection.
The unisex collection features five styles comprising two signature Hawaiian shirts, a peaked cap, bucket hat, and beach bag, featuring the tagline ‘Paradise 24/7’, with each piece custom-designed by Mikey Nolan, Creative Director and Founder of Double Rainbouu.
Adam Jacka, Head of Marketing at 7-Eleven, said the Double Rainbouu brand felt very much aligned with the 7-Eleven brand essence: bold, optimistic, and inclusive.
“7-Eleven’s unique 24/7 convenience proposition helps Aussies make the most of their summer, whether it’s a midnight or midday dash to your local. This ‘Paradise 24/7’ collaboration celebrates the official start of the summer and the social season with family and friends.”
Nolan said that when 7-Eleven approached them to create a capsule line, they jumped at the opportunity.
“Who doesn’t love a store that is there for your needs any hour of the day or night! The designs have come together over several months of collaboration. They’re inspired by 7-Eleven, our famous Aussie local beach culture, and hot summer days.
“Double Rainbouu was launched as an antidote to traditional resort brands. In many ways we sell the idea of paradise 24/7 and see 7 Eleven as a similar oasis. So, the whole concept was about the synergy of both brands selling ‘Paradise 24/7’.”
The collection is available exclusively on the Double Rainbouu website from 1 December, with 7-Eleven loyalty members receiving a 10 per cent discount across the range.