The Summer Puffer applied the same technology that NASA uses to keep astronauts cool in space - a liquid cooling garment (LCG) - and modified the system so that the source of the cooling would be a can of Tiger Beer. The jacket reduces the body's temperature by up to 5 degrees Celcius.

The idea was the create the first puffer jacket for the tropics.

It came with a beer-powered cooling system, that used a can of ice-cold Tiger Beer to cool the body down by up to 5 degrees Celcius.

We used a system inspired by the tech that NASA uses to cool space suits - a liquid cooling garment. Within the jacket was a network of tubes that pumped coolant around the body. The coolant was stored in a tank with a custom slot where a Tiger Beer could be inserted. The ice-cold can would cool the coolant, which would in turn cool the body.

Thus, the wearer could feel the extra cold, extra refreshing taste of Tiger Beer.

To create a story that would capture the attention of fashion bibles and Gen Z fashion fans, we worked with the best of the best.

First, we partnered with Izzy Du, a fashion designer who was known for creating bizarre puffer jacket designs. Instantly, we had credibility in the fashion world. What's more, Izzy Du was able to display our jacket at her pop-up store during Paris Fashion Week. This meant that we could launch our jacket during Paris Fashion Week, the biggest fashion event on the planet. This was an instant news point for publications and influencers, driving the conversation.

Then we let people experience the jackets yet again at Zoukout 2023, the biggest dance music festival in Asia. But letting influencers be the first to try the jacket, we created a sense of exclusivity and desirability, which in turn drove talkability.

We worked with Izzy Du, the fashion designer behind some of the wildest puffers ever.

The jacket itself was designed with several Tiger design cues - from tiger ears to fangs to stripes.

The cooling system was inspired by the same tech NASA uses to cool space suits - liquid ventilation cooling garments.

To launch it, we released a series of films showcasing the jacket and the making-of process.

Then we invited influencers and the fashion press to try the jacket for themselves at Paris Fashion Week.

This led to coverage in respected fashion publications which thrilled our audience in Asia.

Then, we let our audience try it for themselves at Zoukout 2023, the biggest dance festival in Asia.

Even those who weren't able to see the exclusive jacket in person could learn about it online - learning about how it felt extra cold and refreshing, just like Tiger Beer.

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