Vineyard Vines launches limited-edition Grateful Dead capsule

A coastal-themed apparel brand is collaborating with a legendary classic rock band on a new omnichannel collection.

Vineyard Vines is teaming up with the Grateful Dead to offer an exclusive range of apparel and accessories. The assortment includes polos, short-and long-sleeve t-shirts, ties, and belts. The assortment is being offered for a limited time in honor of the Grateful Dead’s 60th anniversary (on May 5, 1965, the band – originally known as the Warlocks – played its first-ever public performance at Magoo’s Pizza in Menlo Park, Calif.) on the Vineyard Vines e-commerce site, with select styles also offered at the retailer’s brick-and-mortar store locations.

"We grew up listening to the Dead and went to a bunch of shows, so as lifelong fans—and as guitarists who love playing their music—it made perfect sense to partner with the Grateful Dead," said Shep Murray, co-founder of Vineyard Vines. "This collaboration gives us a chance to share our 'Every Day Should Feel This Good' products with the Dead community, a group whose spirit has always inspired us."

The collection showcases tie-dye, iconic Grateful Dead graphics with what Vineyard Vines calls its “preppy-meets-fun” style. The brand is aiming its marketing and merchandising at the Grateful Dead’s hardcore fan base, known as “Dead Heads.”

"This collaboration reflects the incredible reach and diversity of the ‘Dead Head’ community, and we're grateful to pair our whale with the power of the Dancing Bears and Steal Your Face," said Ian Murray, co-founder of Vineyard Vines. "The Grateful Dead is an iconic American band and brand and we are proud to see both our logos and fans together."