The Perfect Blend: Penfolds Names Streetwear Visionary NIGO as First Creative Partner

There’s nothing quite like witnessing an evolution firsthand. In a transcendent move, Penfolds, Australia’s most iconic winemaker, has lifted the curtain on a new brand vision, giving us a front-row seat to the truly remarkable. No longer content with simply being the country’s most revered label, Penfolds is taking a swing at the luxury lifestyle market and its got an industry heavyweight in its corner.

At a global launch in Hong Kong, dubbed ‘One by Penfolds’, the brand announced visionary designer NIGO as its first-ever creative partner. The KENZO artistic director’s appointment signals Penfold’s ambitious plan to transcend the premium wine space and become a global luxury lifestyle brand.

For those unfamiliar with NIGO, allow us to introduce the man at the heart of Penfolds’ bold vision. A once-in-a-generation creative, the Japanese-born designer has become synonymous with the preeminent players in popular culture and luxury streetwear. As the founder and creative director of A Bathing Ape and Human Made, NIGO’s fashion pedigree is undeniable and he’s no stranger to transforming heritage labels. Since 2021, he has served as artistic director of KENZO, successfully revitalising the iconic Parisian Fashion House while honouring its history.

To kick off the multi-year relationship between the two icons, Penfolds and NIGO has unveiled One by Penfolds—a range of wines that celebrate the concept of ‘oneness’. But what exactly does that mean?

According to NIGO, ‘oneness’ is the concept of embracing the things that make us unique, but also the things that bring us together. For Penfolds, it was crucial to work alongside the communities of each of the winemaking regions that make up the ‘One by Penfolds’ collection. Sourced from Australia, France, China and America respectively, the new range maintains the distinctive Penfolds House Style, whilst capturing unique regional nuances.

“The collaboration came about quite organically,” Keyte, Penfolds Chief Marketing Officer told us. “One of our high-profile celebrity collectors informed us that NIGO himself was not only a wine lover but also a Penfolds collector. So we invited him to Magill Estate in South Australia, and he had an incredible experience. This presented us with a very unique opportunity to be disruptive, whilst remaining authentic to the Penfolds DNA.”

And thus, a remarkable partnership was born—a chance to attract the next generation of wine drinkers.

“We had been contemplating the concept of ‘oneness’ for some time, and when we discussed it with NIGO, he was fascinated and very quickly came up with the animal motifs representing each country of origin,” Keyte continued.