Havana Club and Skepta are back with another creative collaboration that sees the UK grime and hip-hop artist design his second limited-edition Havana Club 7 bottle to accelerate the brand’s growth and recruit young adults. The partnership continues the message of community championed during last year’s collaboration, and is a celebration of Skepta’s Nigerian heritage and Havana Club’s Cuban roots.
Following the success of last year’s campaign, the new limited-edition Havana Club 7 bottle will drop exclusively in convenience from July, serving local communities first. The brand is increasing the number of bottles produced to 60,000 and this year’s design embraces Skepta’s infamous red and black colourway, which can be seen in his album artwork, music videos and stage performances.
Inspired by Skepta’s Yoruba chieftaincy, the exclusive bottle label has been designed to emulate the rich culture of Nigeria and Cuba, binding them together through Skepta’s creative vision. Adire, a traditional Yoruba textiles pattern, is seen on the label’s background, and the perimeter of the label is lined with imagery of cowrie shells found in Cuba, which are foiled to increase visibility. The texture behind the Skepta icon, which is adorned in his chieftain headdress, is also inspired by the parallel notches on the güiro instrument played in Cuba.
Alongside the release of the limited-edition Havana Club 7 bottle, Skepta and Havana Club have also curated a campaign film of Skepta on his journey from London back to Nigeria to explore the story of his Yoruba roots, continuing the journey of discovery which begun in Havana, Cuba last year.
Travelling from Ogun State to Lagos and the renowned New Africa Shrine, this campaign video specifically celebrates Yoruba culture, both traditional and contemporary, a culture that Skepta, Cuba and Havana Club all share. View the video here.
