Rémy Martin x Don C: an exceptional capsule collection

In brief

• A renewed partnership between the cognac maison Rémy Martin and American designer Don C.
• A non-commercialised capsule collection comprising 3 leather jackets, 10 hoodies and 50 t-shirts.

An exclusive My Style competition open to participants until 7 September 2026

• An exclusive ‘My Style’ competition open to participants until 7 September 2026.

The maison Rémy Martin and designer Don C reaffirm their creative complicity with the launch of ‘My Style’, a limited-edition clothing collection. This unique collaboration celebrates personal expression and savoir-faire through fashion pieces. Continuing their first joint project in 2018 under the title ‘Just Rémy’, the spirits brand and the Just Don label cross their respective universes once again.

This alliance is part of an ongoing dialogue between the Charente terroir and American urban culture. By partnering once again with Don C, a Chicago-born designer who has become a key figure in high-end streetwear, the French maison demonstrates its desire to transcend the traditional boundaries of spirits. The ‘My Style’ project embodies a contemporary vision of luxury where the patience of craftsmanship meets the energy of modern clothing design, offering an aesthetic bridge between two worlds guided by a demand for quality.

Key elements of the Just Don collaboration

To better understand the scope of this project, here are the fundamental characteristics of the initiative rolled out this season:

• Partner maisons: Rémy Martin & Just Don (Don C)

• Collection name: My Style

• Type of wardrobe: Leather jackets, hoodies, t-shirts

• Distribution method: Exclusively via prize draw (no commercial purchase)
• Competition timeline: From 1 April 2026 to 7 September 2026

This exclusive allocation model guarantees absolute rarity for the pieces designed by the Chicago designer.

The very structure of the partnership bypasses traditional luxury ready-to-wear sales channels. By choosing to isolate this capsule from any direct commercial transaction, Rémy Martin and Don C favour an approach based on engagement and desire. The items crafted for this operation will not be available in any specialist store or on any online sales platform. This strategic decision immediately confers collector’s item status on all the garments created for the occasion.

The creative alliance between Rémy Martin and Don C

The shared history between Rémy Martin and Don C has been structured through regular cultural exchanges. Don C, renowned for his ability to fuse sporty elegance, basketball culture and noble materials, brings his innovative perspective to the graphic codes of the Charente maison. This shared creative approach is based on mutual respect for production times and meticulous attention to textile finishes as well as the blending of eaux-de-vie.

The alliance of cognac and high-end streetwear

The union between the age-old spirit and high-end streetwear culture is built around a constant pursuit of excellence. Like Rémy Martin V.S.O.P cognac, crafted with rigour and patience by the cellar masters, clothing style is built over time. Don C infuses his sophisticated urban aesthetic into garments designed as contemporary objects of desire.

Tonia Mancino, Vice President of Luxury Brands at Rémy Cointreau Americas, highlights the relevance of this partnership, noting that the designer built his career by celebrating culture and the pursuit of excellence from an unconventional perspective. For his part, Don C explains that this clothing line reflects the intersection of craftsmanship and the authenticity that characterises both maisons.

The creation of a V.S.O.P cognac requires a subtle balance between different eaux-de-vie aged in oak casks, mastery of maturation, and the transmission of skills from one generation to the next. In the realm of high-end fashion, Don C adopts a similar approach, selecting precise cuts and robust materials to craft durable pieces. The convergence of the spirits world and that of ready-to-wear thus finds its coherence in highlighting the time required for aesthetic creation.

Craftsmanship and tradition at the heart of Fine Champagne

To fully grasp the scope of such a partnership, it is necessary to analyse the territorial roots of the maison Rémy Martin. Specialising in the Fine Champagne Cognac appellation, the company exclusively selects its eaux-de-vie from the top two crus of the Cognac region: Grande Champagne and Petite Champagne. These unique chalky terroirs give the spirits remarkable aromatic complexity and exceptional ageing potential.

Distillation on light lees is traditionally carried out in small copper stills, a meticulous process preserved since the 18th century. This quest for gustatory integrity is directly echoed in Don C’s work with his Just Don label. By transposing this artisanal rigour into the realm of streetwear, the American designer assigns cuts and textures a role similar to that of oak casks in the ageing of cognac, elevating the garment to the status of stylistic heritage.

A capsule collection strictly reserved for winners

The planned rarity of the ‘My Style’ line relies on an extremely limited number of pieces. By restricting global production to just a few dozen copies worldwide, the collaboration chooses to prioritise exclusivity over distribution volumes. This approach highlights the utility value and collectable nature of the allocated garments.

An exclusive allocation defined by rarity

Unlike traditional fashion launches, the ‘My Style’ wardrobe will not be stocked in specialist retail stores. Craftsmanship and streetwear enthusiasts must enter a dedicated competition for a chance to win one of the pieces. The prize draw features three carefully structured tiers of prizes.

Three grand prize winners will receive an iconic leather jacket signed by Just Don, ten first prize winners will be awarded a hoodie from the collection, while fifty second prize winners will be offered an exclusive t-shirt. This draw, open to legal residents of the United States aged 21 and over, will close on 7 September 2026.

This timeline, spanning several months from 1 April 2026, offers participants a specific window of opportunity to try their luck via the official digital platform. The restricted access reserved for adults of legal drinking age in the United States complies with the strict regulatory framework governing the promotion of prestigious spirits. This choice reinforces the highly targeted nature of the promotional campaign.

The drop phenomenon and desirability strategy in luxury

The use of prize draw allocations is part of the modern mechanics of very limited-edition launches, commonly referred to as ‘drops’ in streetwear culture. This editorial process allows direct engagement with communities of craftsmanship and rare piece enthusiasts by creating high anticipation around each prize.

For the maison Rémy Martin, using this free and exclusive allocation format serves as a powerful brand image lever. Rather than seeking immediate commercial profitability through the sale of fashion accessories, the brand promotes its cultural heritage and reaffirms its prestige. The leather jacket, hoodie, and t-shirt become symbols of belonging to a select circle of insiders, sharing the same attraction to exceptional savoir-faire and contemporary creation.

The strategic role of cultural alliances for cognac

Partnerships between the spirits world and that of visual arts or fashion represent a major pillar in the communication of great maisons. These alliances make it possible to forge lasting links with audiences sensitive to design, music, and urban lifestyle, shedding new light on the work of distillation and blending.

Rémy Martin between heritage and contemporary culture

Founded in 1724, the maison Rémy Martin draws on more than three centuries of history rooted in the vineyards of Fine Champagne Cognac. To sustain its appeal among discerning connoisseurs, the company regularly associates its prestigious cuvées, such as Rémy Martin X.O or 1738 Accord Royal, with major figures of contemporary creation.

This strategy of cultural partnerships allows the brand to anchor its nectars in the modern art of living without denying its heritage. By entrusting the interpretation of its codes to an influential designer, Rémy Cointreau reaffirms the ability of great French maisons to engage with the most cutting-edge international trends.

In the North American market in particular, cognac has enjoyed a history closely linked to urban culture for several decades. By renewing its trust in Don C after the 2018 experience, Rémy Martin demonstrates its loyalty to its creative collaborators and secures strong cultural legitimacy. Iconic cuvées such as V.S.O.P or 1738 Accord Royal thus continue to evolve within diverse creative ecosystems, affirming the enduring nature of Charente savoir-faire across the globe.

Find out more

• www.remymartin.com/en-us/my-style/