Minus 196 and Japanese illustrator Kentaro Yoshida drop limited edition merch collection


Suntory Minus 196, the wildly popular pre-mix RTD from Japan, is set to fill up your wardrobes and fridges this August, with today’s launch of its very own merch line that looks as good as the liquid tastes. The digital merch store will be live from Friday, 25 August 2023, where fans can purchase the Minus 196 merch range as well as a limited-edition collection designed by the insanely talented Japanese illustrator, Kentaro Yoshida.

Featuring everything from a vending machine for diehard fans, to a cross-body shoulder bag right in time for the end-of-year festival season, the merch store has a huge range available to purchase.

There are Minus 196 branded staples including T-shirts, beanies, caps and duffle bags (starting from RRP $35.95) to more unique items like the 46L retro-style Double Lemon Mini Bar Fridge (RRP $489.95) and the full-sized vending machine for the biggest fans… you know who you are.

The highlight of this exciting launch is the exclusive merch capsule created in collaboration with Kentaro Yoshida, who is all about creating unique designs inspired by Japanese graphics and art. A fan of Minus 196 himself, Kentaro infused these designs with quirkiness, cheeky humour and fun facts inspired by Japanese drinking culture.

The Limited Kentaro range features the cross-body shoulder bag (RRP $59.95), a button-down jacket (RRP $89.95) and even a custom Suntory Minus 196 x Kentaro Super Hill Bomber Snowboard (RRP $889.99), perfect for carving up the slopes in style. Available until sold out, the Kentaro range will be hot commodity.

“One of my favourite designs for this collaboration uses the layout and composition of Japanese old retro posters as a base, decorated with textures that add depth and character to the graphics,” Kentaro explains.

The collaboration between Minus 196 and Kentaro was an opportunity for a synergy of worlds, explains the Toyama-born-and-raised artist: “As a Japanese artist based in Australia, I wanted to take the opportunity to collaborate with a brand linked to my Japanese heritage.

“It doesn’t hurt that I also genuinely enjoy drinking -196 Double Lemon! I remember when Minus 196 launched in Australia a couple of winters ago. I was so stoked and bought a pack straight away.”

Get shopping now to be the first in (and best dressed) when the Minus 196 merch store opens its virtual doors today. Immerse yourself in the extreme spirit of Japan and the creative vision of Kentaro Yoshida with the launch of Minus 196 merch, available online here.


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Sean Carroll

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