Modern masculinity requires multi-dimensionality. A true man can neither have too much bravado nor too much sensitivity, but must find the ideal balance of both. And while a lot of spirits brands tend to hammer home some unfortunate one-note stereotypes of what it means to be a man in today’s world, 1800® Tequila has always appealed to those who consider themselves more multi-faceted—Renaissance men, whose tastes and personas can’t be so easily and basely quantified.
That’s why 1800 has devoted itself to partnering with artists that exemplify this kind of deep diversity. In the past year alone, the brand teamed up with the likes of ASAP Ferg, ASAP Mob, Rae Sremmurd, Travis Scott, Wale, Mike Will Made It, and Kid Ink and G-Easy among others, and also established an exhibition at the iconic Art Basel to showcase the world’s most pre-eminent hip-hop photographers. 1800 Tequila shares core values with these creatives: hard work, passion, and honesty—which is why those words are imprinted on the brand’s 200-year-old crest.
In the video above, you can see this modern renaissance man in action, in a short film that features a protagonist who exudes both cultural elegance and physical strength. You can also hear a track from a group of artists who fully embody this kind of diversity. Written and performed by Octave Minds, the song features piano playing from Chilly Gonzales, production by Boys Noize, and some truly passionate vocals from the one and only Chance the Rapper.
For more original content from the new Just Refined Enough campaign from 1800 Tequila be sure to visit www.1800tequila.com/scene.