Workwear Brand Partners With Historic Beer to Create 12-Piece Summer Capsule

Duluth Trading Co. and Old Milwaukee have launched a limited-edition collaboration featuring apparel, accessories, and tailgating gear designed around summer entertaining and outdoor recreation.

The 12-piece collection, available exclusively at duluthtrading.com and select retail locations, includes items ranging from a $19.95 truck stop hat to a $74.95 insulated cooler. Prices for core pieces fall between $24.50 and $59.50.

Product Lineup Emphasizes Function Over Fashion

The collection includes traditional apparel (BBQ shirt, shorts, hoodie, sweatshirt, t-shirt, boxer briefs) alongside specialized gear: an insulated six-pack bandolier with detachable koozie, a five-gallon bucket cooler with integrated bottle opener, and a grilling apron with dedicated beverage pockets.

Duluth Trading emphasized practical design elements across the line. The BBQ shorts feature a dedicated can-holder pocket; the heritage beer pocket hoodie includes a hands-free beverage compartment; and the grilling apron includes removable bottle opener and "bevy" pockets.

Why the Partnership

"Both Duluth Trading and Old Milwaukee share deep Midwestern roots and a straightforward approach to creating products people can count on," said Ricker Schlecht, SVP of Product Development at Duluth Trading. "This collaboration captures the spirit of summer gatherings and celebrates hardworking folks who know how to punch the clock and enjoy themselves afterward."

Stacy Winterburn, Sr. Brand Manager at Old Milwaukee, added: "Old Milwaukee has always been about bringing people together with an easygoing, authentic attitude. Partnering with Duluth Trading allowed us to create a collection that feels true to both brands: practical, unpretentious and ready for everything from cookouts to campground weekends."

Market Context

Duluth Trading operates 65 retail locations nationwide and sells workwear, casual apparel, and outdoor gear targeting self-reliant consumers. Old Milwaukee, first brewed in 1849 by the Schlitz Brewing Company, positions itself as a heritage American beer brand with emphasis on accessibility and tradition.

The collection is available while supplies last, with a stated target of consumers 21 and older. Duluth Trading notes a "No Bull Guarantee" and "Superior Standard" backing its products.

Why It Matters

For retail and e-commerce operators, this collaboration demonstrates the continued viability of brand partnerships that blend lifestyle categories—particularly functional apparel with beverage brands. The pricing strategy (affordable to mid-range) and emphasis on practical features suggest both companies are targeting value-conscious consumers seeking durable goods for entertaining and outdoor use, a market segment that has shown consistent strength post-pandemic.

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Written by FBM Publications Editors