Coors Light has introduced an innovative solution to a common wedding dilemma with its Cold Tux and BrrrTie. The cheeky releases effectively blend fashion with functional cooling technology to address the discomfort of formalwear in summer heat.

The Cold Tux represents a significant advancement in apparel engineering with its breathable linen exterior and its internal cooling system that utilizes ice pack rods to maintain optimal temperature. The silhouette is complete with a visual ‘Chill-o-stat’ indicator that turns blue when properly cooled. For broader accessibility, the brand is offering the BrrrTie, as well — a refrigerated neck accessory targeting one of the body’s primary thermoregulation zones. This accessory is capable of providing up to 40 minutes of cooling relief.

The Cold Tux and BrrrTie extend Coors Light’s ‘Choose Chill’ marketing campaign into practical applications.

Image Credit: Coors Light