Formalwear for a hotter world? Coors Light introduces Cold Tux and BrrrTie

As summer temperatures continue to break records, Coors Light is stepping into the climate adaptation space with a playful solution for wedding parties sweltering through formal ceremonies. The brand recently unveiled the Cold Tux, a first-of-its-kind tuxedo engineered with built-in cooling technology, featuring a breathable linen shell and a hidden refrigerating core powered by ice pack rods.

The tuxedo, which debuted earlier this month at a Florida wedding, even includes a "Chill-o-stat" that turns blue when the suit reaches optimal temperature, mimicking the cold-activated indicator on the brand's beer cans. Building on this concept, Coors Light is now releasing the BrrrTie, a refrigerated neck accessory designed to target a key body temperature regulation zone. The chilled accessory promises up to 40 minutes of cooling relief — just enough time to make it through the ceremony without visible perspiration. The company will release 100 BrrrTies to consumers through its website, at USD 32 each.