Actor Lukas Gage joined Jameson Irish Whiskey and KidSuper designer Colm Dillane to Celebrate St. Patrick’s Season for a pre-holiday kick off party in Brooklyn

The collaboration between KidSuper and Jameson Irish Whiskey shows how the holiday is moving beyond bars and into fashion driven culture spaces. by NWO Sparrow

St. Patrick’s Day has traditionally meant packed bars, green beer, and crowded parades. That formula still exists, but the way brands celebrate the Irish holiday is evolving fast. Instead of sticking to pub culture, companies are now leaning into fashion, music, and nightlife spaces that feel more aligned with modern creative communities.

That shift was on full display when Jameson Irish Whiskey linked up with KidSuper to kick off the St. Patrick’s Day season with an invite-only celebration in Brooklyn. The gathering took place inside KidSuper Studios on March 12 and brought together designers, actors, musicians, and tastemakers for a night built around cocktails, music, and culture.

At the center of the evening was KidSuper founder Colm Dillane, whose brand has grown from a Brooklyn art project into one of the most recognizable creative labels in fashion. Dillane’s studio has become something of a playground for artists and designers, which made it a natural setting for a collaboration that wanted to celebrate both Irish heritage and modern creativity.

The guest list reflected that crossover energy. Actor Lukas Gage was among the recognizable faces in attendance, alongside actor Elias Becker, designer Marc Bouwer, and several figures from fashion, music, and entertainment circles. Instead of a typical corporate brand activation, the night looked more like a cultural gathering where different creative industries intersected.

Music also played a key role in setting the tone. DJ Rae Sada handled the soundtrack for the evening, giving the event a lively atmosphere that leaned more toward a downtown party than a traditional holiday celebration. That vibe is exactly what brands are chasing right now. Younger audiences want experiences that feel organic to the creative spaces they already move through.

For Jameson, the event also doubled as a moment to spotlight its newest innovation, Jameson Triple Triple Irish Whiskey. The triple-distilled spirit is finished in chestnut casks, a process that adds deeper flavor notes while maintaining the smooth profile the brand is known for. According to the company, the whiskey carries hints of toffee, cacao, and almond, giving it a richer character without losing its easy drinkability.

Guests at the event were introduced to the new expression through a pair of specialty cocktails. One was the Jameson Triple Triple Sour, while the other was the Triple Triple Chestnut Manhattan. Both drinks offered updated takes on classic cocktails while highlighting the whiskey’s unique finishing process.

Product launches like this are nothing new for spirits brands, but the setting matters. Instead of unveiling the whiskey inside a traditional tasting environment, Jameson chose a fashion studio filled with artists and creatives. That decision reflects a larger strategy within the liquor industry. Brands increasingly want to position themselves as part of culture rather than just part of nightlife. Brooklyn has become the perfect place to experiment with that approach. Over the past decade the borough has built a reputation as a hub where fashion labels, musicians, and visual artists constantly collaborate. Events like this reinforce the idea that cultural influence now moves through creative communities as much as it does through traditional media channels.

KidSuper in particular represents that new creative ecosystem. The brand started as a small collective built around art, soccer, and streetwear before evolving into a global fashion label that regularly appears on international runways. Dillane has always blurred the lines between disciplines, which makes his studio an ideal location for brand partnerships that want to feel culturally authentic. That authenticity is important when it comes to holidays like St. Patrick’s Day. For years the celebration has been tied to familiar traditions, but audiences are now looking for new ways to experience it. Fashion collaborations, curated music, and creative guest lists give the holiday a modern edge while still honoring its Irish roots.

In many ways the Brooklyn celebration reflects how cultural holidays are transforming across the board. Brands no longer rely solely on advertising campaigns to capture attention. Instead they build immersive experiences that bring together different corners of the creative world. When done right, those moments become part of the larger cultural conversation.

The partnership between Jameson and KidSuper shows how effective that strategy can be. One brand represents centuries of Irish distilling tradition, while the other symbolizes the energy of contemporary fashion and art. Bringing them together inside a Brooklyn studio creates a narrative that feels both classic and forward thinking at the same time. With St. Patrick’s Day approaching, the event served as an early signal that the celebration is evolving. The green beer and crowded bars will always exist, but gatherings like this point toward a broader future where the holiday intersects with fashion, music, and creative culture.

And if the scene unfolding inside KidSuper Studios is any indication, Brooklyn might be one of the places shaping what that new version of St. Patrick’s Day looks like.