Prince, Tito's Double Match for Service Industry

Prince creative director David Grutman has teamed up with Tito's Handmade Vodka to launch Prince's first-ever spirits collaboration, Prince vs. Tito's.

"This collaboration is a meeting of two legendary brands that share a passion for the hospitality industry," says Grutman. "I'm proud to work with Tito's and give back to the industry that has always supported me."

The collection combines Prince's tennis history on and off the court with Tito's Austin-inspired brand image, blending a retro look with modern styling. A mix of Prince's style, hospitality hustle and a splash of '90s flair (a nod to the first bottle of Tito's sold), the line highlights each brand's unique spirit and celebrates the lifestyles they serve.

Inspired by the brands' respect for the service industry, the Prince vs. Tito's collection will be available for purchase for one week only, with 100 percent of the revenue benefitting the Southern Smoke Foundation, a crisis relief non-profit organization providing relief to people in the food and beverage industry.

The line will be released on Feb. 16, and include eleven product SKUs, including tees, jackets, pants, shorts and hats.

"The idea behind this collaboration with Prince was to create something our collective fans could live in -- an unexpected line of merchandise that, when worn, makes them feel themselves authentically," says Taylor Berry, vice president, brand marketing, Tito's Handmade Vodka. "Of course, working with someone as ingrained in the service industry as Dave, it was a no-brainer for us to ensure the collection benefited those in the community impacted by the pandemic. We have endless gratitude to our friends in the service industry and are working to support them during these trying times and beyond."

Consumers can purchase apparel at princevstitos.com from Feb. 16 to 22.