Hennessy has a long history of collaborating with urban artists to design limited edition bottles for its cognac. In the past, the brand has recruited renowned names like  KAWS, Os Gemeos, Futura, and Ryan McGinness to put their artistic touches on the classic Hennessy V.S  bottle. In the 7th installation of this initiative, Hennessy enlisted urban art pioneer JonOne.

Born and raised in Harlem, JonOne was captivated by the New York City graffiti scene during the 1980’s. Entirely self-taught, JonOne treated subway cars as his moving galleries and the cityscape was an open museum. Eventually, JonOne took the style he defined in NYC to Paris, where he quickly emerged at the forefront of the city’s street art movement. Since then, he has been featured in dozens of solo and group exhibitions, his works have set records at auctions, and he’s even painted a 777 passenger jet.

The artist series has been an interesting branding play for Hennessy. The cognac has been a very popular alcohol since forever in both the high-end circles and the hood. Think back to Prodigy of Mobb Deep’s Hennessy jersey in the Shook Ones Pt 2 music video. It’s a dynamic brand that spans different demographic and the collaboration with contemporary/ street artists almosts acts as the meeting point of various audiences. Hennessy wants it to be identified as cool and modern, while maintaining that luxurious prestige which is the foundation of its brand. Street art has evolved from pure graffiti and defamation to something that is highly valued by those not living in that culture. Simply slap some street art or graff to anything, especially a posh million dollar building that most people can’t afford, and it has a little more coolness to it.

Purchase the limited edition Hennessy x JonOne collaboration here.


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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.

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