Nik Thakkar's menswear brand Ada + Nik teamed up with NJOY e-cigarettes during London Collections: Men this month to create a bespoke leather biker jacket, which includes a specially tailored pocket built in to the design for the storage of NJOY e-cigarette packets. Yes, really!
Speaking of the collaboration, Nik said: “Designing a leather jacket inspired by NJOY, a product that both Ada and I have loved for so long, was such a great pleasure. You’ll notice the ‘N’ shape in the back yolk and in the seams, showcasing the exact same angles as the lines on the NJOY box. It is also technically two pockets as we have functionally and stylistically incorporated a large flap pocket with a smaller NJOY KING sized pocket. It’s perfect for a 21st Century James Dean.”
I couldn't agree more. The unveiling of the bespoke jacket was synchronized with the premiere of Ada + Nik’s short film ‘Carpe Noctem’, which was directed by filmmaker Oz Thakkar, and features NJOY e-cigarettes throughout and the NJOY leather jacket. The film stars Oliver Walker Elarica Gallacher.