Capitalising on the cultural firepower of the iconic ‘Nothing beats a Jet2 holiday’ campaign, the brand has launched a limited edition ‘Hype Shirt’ to mark London Fashion Week.

Over the summer, ‘Nothing beats a Jet2 Holiday’ penetrated meme culture with a TikTok trend that spanned pop anthems and viral voice-overs. The new ‘Hype Shirt’ is inspired by the success of the trend and aims to feed into cultural conversations.

Launched with the help of Havas Pay, the ‘Hype Shirt’ combines the ‘Nothing beats’ trend with the summer’s hottest accessory, the football shirt, popularised by the likes of Oasis and the Spice Girls. The shirt fuses street style with nostalgia and is packed with playful nods to the brand.

‘Voice-over stripes’ are made up of the script reciting the Jet2 voiceover, while the ‘sunset gradient’ represents the golden hour holiday sunset. A ‘22kg crest’ has been inspired by the baggage allowance and a ‘Jet2 travel crest’ is a nod to the 75+ destinations Jet2 travels to.
The shirt debuts with a 100 shirt drop in the exclusive Sunset colourway, with a second drop in a fresh new colourway set for release later in the year. 

To launch the shirt, thirty influencers and tastemakers will style and showcase the shirt across their owned channels, amplified by coverage across fashion media. Key visuals and native social-first content have been designed to fuel conversation and hype with images shot by celebrity and fashion photographer Diana Gomez. 

The tongue-in-cheek fashion launch shirt playfully riffs on popular culture, combining fashion, football and meme culture while celebrating Jet2’s incredible viral summer.

"Great ideas aren’t about borrowing attention —they’re about amplifying the moments people already care about. The Jet2 Hype Shirt takes a viral holiday anthem and gives it physical form, tapping into must-have hype culture and celebrating Jet2 Summer!" says Ross Taylor, ECD, Havas Play UK.

Capitalising on London Fashion Week, the humorous launch shows a self-awareness and playfulness as Jet2 takes another bold cultural play.