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Linking up music and fashion as part of Cape Town hotel’s efforts to support local 

Published 1 month ago
By BrandVoice Partner | Paid Program

Radisson RED V & A Waterfront is proud to announce the launch of their latest collaboration with local clothing brand Y?Gen Apparel.

The Radisson RED team pride themselves on their brand pillars, Music Art and Fashion and this new  collaboration speaks to the heart of what the Radisson RED brand stands for. Y?Gen apparel, the brainchild of the Y?Gen team; Jarryd Williams, YoungstaCPT, Maruwaan Emandien and  Muffin Man is the perfect link between music and fashion. Inspired by the Fans, the Y?Gen wanted to give their fans something tangible to take home with them. “ We figured quoting YoungstaCPT lyrics and putting that on garments gave our fans more value and most importantly, an identity when it came to representing Kaapstad, “ says Jarryd Williams . Now the Y?Gen message will reach a new audience through this unique clothing collaboration with Radisson RED. 

The collection includes 3 different T-shirts, Crewnecks and manager jackets complete with 

the Y?GEN and Radisson RED insignia included across the range. The Radisson RED pantone 

mixed with the street style of Y?GEN. “The design is based on the Y?GEN style. The logo was designed based mainly on the Y?GEN brand while still incorporating the essential RED brand elements . The brief was to keep it Y?GEN but with a touch of RED. Our idea is to wear their brand and show off what they’re about”, says Dayle Theunissen, Radisson RED MarketingManager.   

Not only is this collection available for purchase but have also been introduced as the new 

staff uniform at the Radisson RED. The RED team has been really receptive to the collaboration as quite a few of the staff are Y?Gen and YoungstaCPT fans. “I’ve followed YoungstaCPT way before he became famous. From his music, his message, his style and how he supports his back yard, CPT. He is a true local artist. I’m super excited about the collaboration and to wear his brand Y?GEN,” says Keenan Strauss, RED GEN Creative. 

Furthermore this collaboration is here to raise awareness around the RED team’s continued efforts to support local. “We believe strongly that there is a huge pool of talented creatives within the city and we aim to support local brands with these kinds of collaborations. Supporting a brand that’s certified by the streets, for the streets,” says Theunissen. 

Similarly, the Y?Gen team feel that the RED brand is best placed to share the Y?Gen message to a broader audience. “Radisson RED V & A Waterfront attracts many local and international guests and this helps to broaden the horizon & perception of Cape Town and what it has to offer. We are pleased to have collaborated with a brand that believes in putting Cape Town, South Africa and our culture at the forefront. Not only will this collaboration benefit our brand, but more importantly, it creates awareness that Cape Town has so much to offer while ensuring our culture gets the recognition it deserves,” says Williams. 

The Radisson RED Y?Gen collaboration launches 5 July 2022 and will be available to purchase from the Radisson RED V and A Waterfront. 

For more information on this collaboration by following @radissonredcpt on Instagram, and @radissonredcpt on Facebook.  

ABOUT RADISSON RED 

Radisson RED is an (upper) upscale hotel brand that presents a playful twist on the conventional. The brand injects new life into hospitality through informal services where anything goes, a social scene that’s waiting to be shared and stylish public spaces with standout design to inspire our guests. Radisson RED hotels are designed to fit the needs of our guests by giving them endless opportunities to tune in and out switching effortlessly between business and pleasure. Guests and professional business partners can enhance their experience with Radisson RED by participating in Radisson Rewards, a global loyalty program offering exceptional benefits and rewards. 

Radisson RED is a part of Radisson Hotel Group, which also includes Radisson Collection, Radisson Blu, Radisson, Radisson Individuals, Park Plaza, Park Inn by Radisson, Country Inn & Suites by Radisson, and prizeotel brought together under one commercial umbrella brand Radisson Hotels. 

For reservations and more information, visit our website. Or connect with Radisson RED on: 

LinkedIn | Instagram | Twitter | Facebook | YouTube

RADISSON HOTEL GROUP 

Radisson Hotel Group is one of the world’s largest hotel groups with nine distinctive hotel brands, and more than 1,700 hotels in operation and under development in 120 countries. The Group’s overarching brand promise is Every Moment Matters with a signature Yes I Can! service ethos. 

The Radisson Hotel Group portfolio includes Radisson Collection, Radisson Blu, Radisson, Radisson RED, Radisson Individuals, Park Plaza, Park Inn by Radisson, Country Inn & Suites by Radisson, and prizeotel brought together under one commercial umbrella brand Radisson Hotels.  

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