"Our vision for Absolut speaks of a flamboyant combination of past and present with a hint of magic and nobility. Each bottle was enchanted with a ruff collar, an element worn by both nobles and jesters of the court. The stripes on the bottle derived from our iconic jeans - the Visionary Pants, witch too reflect the playful spirit of court jesters and harlequins. In a way, we see jokesters reflecting the vibe of alcohol. As an escape from reality, they were the only ones who were allowed to make fun even of the king himself. Vodka can play tricks on our mind and body, similar to a medieval jester, who could freely speak his mind without causing offence. A simple reminder not to take life and all matters too seriously and to continue being true to your free spirit." - Reval Denim Guild
