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2013 marks a big year for Patagonia, the outdoor clothing company whose clothes many of us enjoy wearing. This year, Patagonia turns forty and they’re celebrating in an awesome way. In cooperation with New Belgium Brewing, the Colorado based maker of craft beers such as Fat Tire, Patagonia will be releasing its own beer.
It makes sense for the two companies to collaborate when you really think about it. They’re both incredibly pro-environment, and not in the annoying hippie way. The beer, called California Route (after a section of Mount Fitz Roy in Patagonia which was first climbed by the company’s founder, Yvon Chouinard), will be an organic lager. Knowing New Belgium like I do, it’ll probably taste pretty damn good.
Even if you’re not into craft beer, which you should be, this is definitely something to try. It’s a combination of two things you’re probably a fan of: beer and good clothing. Put the two together and it’s a capitalistic love story, and as you all know, capitalism is pretty fucking frat. Plus, look at the can design. That just looks cool.
Unfortunately, the beer will only be available along the West Coast and in Colorado for the most part. However, you’ll also be able to find it in Chicago, Boston, and New York City. It should be hitting the shelves later this month, and if you can, you should try it. As Hunter S. Thompson said, “Good people drink good beer.”
Image via Esquire