Tequila Don Julio 1942 x Siegelman Stable Celebrate Lunar New Year with Heritage, Fashion, and Community
PAGE
By PAGE Editor
Tequila Don Julio 1942 has long occupied a rarefied space where heritage and modern ritual meet. For Lunar New Year, the brand extends that dialogue with intention—honoring the Year of the Horse through a collaboration that is less about surface symbolism and more about shared ethos. The result is a limited‑edition Tequila Don Julio 1942 Year of the Horse bottle, an accompanying capsule collection with Siegelman Stable, and a campaign fronted by Asian‑American actor Ross Butler — each element grounded in ideas of movement, independence, and cultural continuity.
The Horse, within the Chinese Zodiac, is synonymous with freedom, momentum, and an unbound spirit. Those values are quietly mirrored in Don Julio González’s original vision when he set out to redefine tequila craftsmanship in Mexico decades ago. The Year of the Horse Edition bottle reflects that lineage through design rather than spectacle, blending a traditional Mexican ikat rebozo pattern with the iconography of the zodiac horse. It’s a visual conversation between cultures—Mexico and the Asian diaspora—held together by the same luxuriously smooth tequila made from 100% Blue Weber Agave that has defined Don Julio 1942 since its inception.
Don Julio’s approach to culture has always extended beyond the bottle and into community experiences with like‑minded creative forces. One early example of that strategy is its work alongside Palm Tree Crew, the lifestyle and music collective co‑founded by global DJ Kygo and his manager Myles Shear. Palm Tree Crew’s Aspen music festivals, activated in collaboration with Don Julio Primavera, blended music, fashion capsules, and spirited experiences in ways that transcended traditional sponsorships, situating tequila as part of communal expression and weekend rituals.
That Palm Tree Crew identity—of building community through lifestyle, music, and cultural resonance—mirrors Siegelman Stable’s ethos. Founded by Max Siegelman, the New York–based brand has built a cult following by resisting fashion’s obsession with speed and trend cycles. Instead, Siegelman Stable operates more like an archive in motion—rooted in Americana, nostalgia, and the emotional weight of objects. As I’ve previously written for Forbes, the brand thrives on the idea that clothing can function as memory, carrying personal and collective histories forward rather than erasing them.
There was an earlier, very literal moment when these two worlds converged: Palm Tree Crew and Siegelman Stable collaborated on a capsule collection timed to a Kygo performance in Norway, where the shared roots of the brand founders—Kygo’s native Bergen and Max Siegelman’s Norwegian heritage through his grandmother—brought an unlikely cultural fusion to life. That collaboration wasn’t just another streetwear capsule; it was a statement about how creative communities intersect across geography, music, and personal lineage—exactly the kind of cross‑pollination that makes this Lunar New Year partnership feel so natural.
Designed by Siegelman himself—who, like the zodiac figure it honors, was born in the Year of the Horse—the Tequila Don Julio x Siegelman Stable capsule includes a coaches jacket, short‑sleeve tee, and the brand’s signature hat. Each piece feels purposeful rather than performative, echoing the same restraint and confidence that defines both Don Julio 1942 and Siegelman Stable. Available for a limited time on SiegelmanStable.com, the collection also directs 10% of net proceeds to The Asian American Foundation (TAAF), extending the collaboration beyond aesthetics into tangible community support.
Fronting the campaign is Ross Butler, whose presence adds another layer of authenticity. Born in the Year of the Horse and of Chinese Malaysian heritage, Butler represents a generation of Asian‑American talent reshaping visibility on its own terms. His participation is not framed as tokenism, but as alignment—with personal identity, cultural moment, and creative expression. In the imagery, Butler embodies the same untethered confidence the collaboration seeks to celebrate, reinforcing the idea that representation is most powerful when it feels lived‑in rather than staged.
Together, these elements form a collaboration that understands Lunar New Year not as a marketing moment, but as an opportunity for cultural exchange. Don Julio 1942 doesn’t attempt to overwrite tradition; instead, it creates space for it to coexist with contemporary design, fashion, and storytelling. The bottle, the clothing, and the campaign all operate as extensions of a shared belief: that legacy is something you move with, not something you leave behind.
In a landscape crowded with seasonal drops and symbolic gestures, the Tequila Don Julio 1942 Year of the Horse collaboration stands out for its restraint and respect. From Don Julio’s heritage to the lifestyle activations pioneered with Palm Tree Crew, and now through Siegelman Stable’s thoughtful design, this project demonstrates how spirits, fashion, and culture intersect when approached with authenticity. It’s a reminder that the most compelling brand stories often emerge at the intersection of craft, culture, and community—where heritage is honored not by looking backward, but by carrying it forward with purpose.
HOW DO YOU FEEL ABOUT FASHION?
COMMENT OR TAKE OUR PAGE READER SURVEY
Featured
Are you thinking about enjoying number play in a place where everything feels smooth, clear, and comfortable while aiming for bigger wins at your own pace?