Business can be a tool for good.

Noble Denim x Bulleit Bourbon: Barrel Aged Jeans

Noble Denim x Bulleit Bourbon: Barrel Aged Jeans

For Cincinnati's Noble Denim and Lawrenceburg, Kentucky's Bulleit Bourbon, there's not really anything practical about partnering up. One makes clothing and the other distills liquor, without much overlap between.

But last fall the two teamed up anyway to create a small batch of raw denim jeans aged in freshly emptied bourbon barrels. It's the type of venture that doesn't have any obvious benefit, probably has never been tried before, but begs the question, "Why the hell not?"

In the video below, you can hear the passion in Noble founder Chris Sutton's voice as he describes the project. To him and the distillers he worked with, this was nothing more than bringing artistic expression to their craft.

Sutton knows the aging process probably won't have any effect on the jeans until they've been heavily worn in, and it may have no effect at all, but that's OK. It's the process of creative expression that matters most.

In an age of hyper-commercialization and hyper-efficiency, we may have lost that artistic spirit in the work that we do and the things that we produce. Both Noble and Bulleit show us that it might be worth bringing back.


 

Noble Denim is headquartered in Cincinnati, OH.

Its jeans are sewn in downtown Cincinnati and Milledgeville, TN from Made in U.S.A. materials.

For more on Noble's supply chain and sustainability practices, visit their website.


 

Bulleit Bourbon is distilled at the Four Roses Distillery in Lawrenceburg, KY by Diageo plc.

Diageo is the world's largest producer of spirits and is headquartered in London, UK.

For more on Bulleit Bourbon's manufacturing process, visit The Chuck Cowdery blog.

Video and screenshot via Noble Denim

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