By Gary Symons
TLL Editor in Chief
The quintissentially British car brand MINI is working with the streetwear brand ICECREAM on a new collection focused on its new MINI SE Electric car.
The partners are also dedicating proceeds from sales of the collection to Polar Bears International, and their education and outreach efforts dedicated to informing, inspiring, and providing a powerful platform for saving the polar bears and the arctic region. Through science, media and advocacy, Polar Bears International works to inspire people to care about the Arctic, the urgent threats to its future, and the connection between this remote region and our global climate.
ICECREAM is a sub-label of Pharrell Williams and Nigo’s streetwear brand Billionaire Boys Club. The company, also known as BBC, has teamed up with MINI US to celebrate the new MINI Electric in Nanuq White with an exclusive earth-conscious capsule collection via the livestream shopping platform NTWRK on Dec. 15.
“MINI is always looking to find impactful and unconventional ways to affect positive change in the world, especially when it comes to sustainability,” said Rah Mahtani, head of brand communications at MINI USA. “It is why we are pleased to partner with ICECREAM and NTWRK to amplify the environmental advocacy of Polar Bears International in a fun and exclusive way.”
The globally recognized brand ICECREAM says it’s not just about making money, but is dedicated to giving back to the community and aligning with important causes that make a difference. The influential lifestyle brand are also loving fans of the polar bears, which is evident through their thoughtfully designed collection created to provoke thought and support the arctic inhabitants.
“From day one, BBC ICECREAM has been focused on inspiring others in positive ways. This partnership is no different, we are very excited to be able to share this vision of a sustainable future and use our collective platform to further drive this message, together with MINI USA & NTWRK,” says BBC ICECREAM Creative Director, Joseph Au.
As part of its shared advocacy for the polar bear, MINI USA collaborated with Polar Bears International earlier this year for Arctic Sea Ice Day, as portrayed in the hilarious short video below.
The MINI SE Electric now features a new special color, Nanuq White. The color was inspired and chosen with feedback from customers following MINI USA’s ongoing campaign to support Polar Bears International, featuring the MINI brand’s special polar bear mascot, Nanuq.
Each MINI x ICECREAM Save the Polar Bears Collection includes a tee, a hoodie, and a keychain, all of which nod to the polar bears and will retail for $150. The price point honors the bears, as well, since Antarctica is losing 150 billion tons of ice per year, a critical habitat for the polar bear.
The keychain features a polar bear attempting to lick his head, which is topped with whipped cream and red cherry.
The Hoodie pays homage to the Arctic Sea Ice Day ad, and the bear is seen hanging outside of the MINI Electric.
The Tee features a running polar bear honoring the Running Dog graphic which ICECREAM has become known for. On the back, the tee sports a paw print, representing the positive steps being taken towards saving polar bear’s melting habitats.
The MINI x ICECREAM Capsule Collection will be available for purchase during a NTWRK live episode – which will feature exclusive footage of the Creative Director of BBC ICECREAM and the new MINI Electric filmed in the Santa Monica Mountains, CA.
“Our team is honored to spearhead this partnership with MINI USA and ICECREAM. We are driven by bringing brands together, but we’re also driven by brands charting ways they can give to charitable initiatives. In this case, it’s ensuring a future for polar bears with the help of Polar Bears International, who’s doing just that,” said NTWRK CEO Aaron Levant.