The Yamaha WaterCraft Group recently partnered up with high-end fashion designer John Elliott, on an all-new apparel collection called the “John Elliott x Yamaha Capsule”. This collaboration has been in the works over the past two years. John Elliott expressed interest and had a deep appreciation of the Yamaha brand and its legacy. So he worked hand-in-hand with Yamaha’s WaterCraft to develop a collection of water-themed apparel pieces and even a customized EX Deluxe Rec-Lite WaveRunner®. The apparel collection includes signature hoodies, tees, boardshorts, hats, towels, and more.
[Excerpted from John Elliott, August 2018]
Why collaborate with Yamaha?
If you look at Yamaha’s heritage and who they are as a brand, you realize that not only are they extremely important in motor sports, but they are equally important in watercraft. They’ve been a competitor in that sector forever. Yamaha has a genuine legacy and that was really attractive to me.
I don’t necessarily have friends who own WaveRunners, but it’s always been aspirational to have one. I will say unequivocally some of my favorite days on holiday have been riding a WaveRunner. My dad also plays guitar and growing up he had a Yamaha - I’ve always loved their Tuning Fork logo.
As a brand, we collaborate with companies we respect. There was a great deal of perseverance that went into making this collaboration happen, and at the same time there was an affinity between both brands, to the point where Yamaha let us customize a WaveRunner. Even though it took a long time, the product benefitted. Instead of looking like surface level merch, the ideas were developed over a lifespan where we improved as product developers.
Thank you to Yamaha, because this is one of the best collaborations we’ve had the opportunity to work on. Everyone in our office will wear it. It’s a souvenir, so if you’re an avid follower of the brand it’s probably something you’ll want to collect. This may sound like, “What are you talking about? It’s logos on hoodies and tees” - but Yamaha is an international company collaborating with a young startup, and there were hiccups along the way. In my opinion, those hiccups made the collaboration that much cooler. Some of my favorite songs in the world are the ones you don’t expect to hear on the album.