Dutch Bros.
Chore Jacket
A custom executive gifting project that celebrated
the creative soul of a beloved American coffee brand.
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THE CHALLENGE
A gift worthy of an executive team — and a brand unlike any other.
Initiated by Director of Marketing Jenn, the brief demanded something beyond conventional corporate luxury. Early explorations — leather golf accessories, waxed canvas rucksacks, classic varsity jackets — were elegant but failed to capture the infectious, irreverently joyful identity Dutch Bros. has built its culture around. The gift needed to feel like the brand: bold, playful, psychedelic, and deeply personal.
Front — 22 Custom Patches
Back — Windmill Embroidery
Interior — Satin Lining Print
THE CHALLENGE
The Chore Jacket: Utility meets high fashion.
Driven by a revival championed by luxury houses like Louis Vuitton and tastemakers like Tom Sachs, the chore jacket was the perfect canvas — grounded in workwear functionality, elevated by contemporary design culture. Light enough for cool summer evenings. Layerable for crisp autumn mornings. Wide enough in cultural resonance to carry Dutch Bros.’ psychedelic, bold visual language without compromise.
The Process
From first swatch to final stitch — in four weeks.
Driven by a revival championed by luxury houses like Louis Vuitton and tastemakers like Tom Sachs, the chore jacket was the perfect canvas — grounded in workwear functionality, elevated by contemporary design culture. Light enough for cool summer evenings. Layerable for crisp autumn mornings. Wide enough in cultural resonance to carry Dutch Bros.’ psychedelic, bold visual language without compromise.
Phase I
Material & Decoration Exploration
We presented the marketing team with curated fabric swatches — cotton twills and plain weaves — to help them feel the quality and envision the final garment. Simultaneously we explored embroidery techniques and bold chenille patches. The process was intentionally loose, driven by deep archival research into Dutch Bros.’ graphic design history with its psychedelic, youthful aesthetic.
Phase II
Design Finalization & Premium Detailing
Custom embroidery patches were selected — offering the highest perceived value, superior tactile experience, and lasting durability. The interior satin lining received an all-over print inspired by the iconic Dutch Bros. windmill logo, adding luxury visible only to the wearer. The essential finishing touch: personalized garment labels, custom-made with each executive’s name.
Decoration Detail
22 patches.
Each one a piece of the
Dutch Bros. Story.
Every patch was custom-designed, drawing from Dutch Bros.’ rich archive of brand iconography. From “Always Stoked” script embroidery and the bold DB collegiate monogram to psychedelic oval patches like “Stoked” and “Rad” — each element was chosen to reflect the brand’s energy. The “Killer Coffee,” “Dig Life,” “1992” lightning bolt, and “Good Vibes” patches together created a wearable brand retrospective.
The Results
"The completed jackets moved beyond merchandise into something genuinely personal — a wearable celebration of Dutch Bros.' creative identity that the executive team received with tremendous enthusiasm and appreciation."
10 personalized jackets · Delivered on schedule · Received with resounding success
