Chivas, Garmspot partner to unveil flagship store, streetwear collection

Luxury Scottish whisky, Chivas Regal has collaborated with Garmspot to unveil its flagship clothing retail store in Lagos, Nigeria.

Located at Truth Beach Club in Lagos, the store will retail original Chivas x Garmspot fused urban merchandise for the fashion-forward youthful generation in Nigeria.

The store unveiling which was held recently saw fashion lovers, lifestyle influencers, artistes and (the hustle gen) who visited to shop exclusive branded items over Chivas-infused cocktails.

The event also featured a print workshop booth, where guests could create customized Chivas x Garmspot branded T-shirts.

Tied to Chivas Regal’s new positioning as the luxury whiskey for the Hustle Gen, this collaboration aims to present a fresh street regal fashion experience for this generation.

A merchandise line featuring T-shirts, hats, face caps, tote bags and more, was displayed at the flagship store during the course of the event and in anticipation of the official collaborative new collection to be launched soon which will mark the brand’s most premium expression.

Speaking about the partnership, Elizabeth Anthony, Brand Manager for Chivas Regal Nigeria said, “Chivas is at the forefront of culture and street wear is a bold expression of culture. At Chivas, we don’t see culture as a trend but a way of life, expression, authenticity and identity; it is a movement.

“As such, our collaboration with Garmspot is rooted in a shared desire to break conventions and celebrate the hustle generation spirit. Being able to harness Garmspot’s creativity towards creating these unique pieces has been an amazing experience and we look forward to connecting further with our audience.”

Also commenting on the collaboration, Mubarak Olapade, founder and CEO of Garmspot said, “The collaboration has been a real creative process and I am thrilled that the store and merchandise that resulted from this exclusive partnership encapsulates both of our passions in a truly modern way.

“Infusing a brand as prestigious as Chivas into the pioneer hub of fashion that is Garmspot, through creativity and design has truly been an incredible experience and we cannot wait to showcase what more we have in store.”

By fostering partnerships like this, Chivas strengthens its new direction as the luxury whiskey for the Hustle Gen defined as older Gen Z’s and younger millennial trendsetters that are breaking conventions, defining fashion and celebrating success.

Chivas Regal is a blended Scotch whiskey manufactured by Chivas Brothers, which is part of Pernod Ricard. Chivas should be enjoyed responsibly by people over 18.

Ifeoma Okeke-Korieocha

Ifeoma Okeke-Korieocha is the Aviation Correspondent at BusinessDay Media Limited, publishers of BusinessDay Newspapers. She is also the Deputy Editor, BusinessDay Weekender Magazine, the Saturday Weekend edition of BusinessDay. She holds a BSC in Mass Communication from the prestigious University of Nigeria, Nsukka and a Masters degree in Marketing at the University of Lagos. As the lead writer on the aviation desk, Ifeoma is responsible and in charge of the three weekly aviation and travel pages in BusinessDay and BDSunday. She also overseas and edits all pages of BusinessDay Saturday Weekender. She has written various investigative, features and news stories in aviation and business related issues and has been severally nominated for award in the category of Aviation Writer of the Year by the Nigeria Media Nite-Out awards; one of the Nigeria’s most prestigious media awards ceremonies. Ifeoma is a one-time winner of the prestigious Nigeria Media Merit Award under the 'Aviation Writer of the Year' Category. She is the 2025 Eloy Award winner under the Print Media Journalist category. She has undergone several journalism trainings by various prestigious organisations. Ifeoma is also a fellow of the Female Reporters Leadership Fellowship of the Wole Soyinka Centre for Investigative Journalism.