By Cassell Ferere originally published on Forbes.com

The fashion capsule and lifestyle brand Palm Tree Crew recently hosted the Palm Tree Music Festival in collaboration with the ubiquitous tequila label Don Julio Primavera in Aspen on Friday, February 24, and Saturday, February 25. Palm Tree Crew (PTC) has been building out its audience of party-goers, lifestyle aficionados, and streetwear consumers who want a piece of nostalgia from the PTC label with collaborations, and the weekend in Aspen gave new meaning. 

The Palm Tree Crew has collaborated with fashion brands, bringing the party vibe to clothing designed for moments. They have capsule collections with sportswear line Puma, leisure brand Duvin, and the most recent with Siegelman Stable, a homage to Kygo, co-founder of PTC, and Max Siegelman, who both have roots in Norway. “Max is a cool guy. I feel like we always send each other things that we like and things that we want to collaborate on. In general, we love Max,” Kygo's manager, Myles Shears, casually mentions.

The collaboration with Don Julio Primavera pushes the brand further into the lifestyle genre of music culture. Palm Tree Crew brings a dedicated fan base willing to travel to support festival culture and emerging and established artists.

After a 20-hour flight from Norway, Kygo landed in the Aspen mountains, bringing the heat to a crowd of ski-loving fans and influencers alike. Launching the festival and brand in the Hamptons three years ago, Kygo and his co-founder and manager Myles Shear have cultivated activations for party-goers in love with music and jet setters in love with leisure moments. 

The Palm Tree Music Festival popped up at Rio Grande Park in Aspen, CO, for the first-ever winter festival, offering a taste of the PTC signature tropical lifestyle and allure to the ski haven town. Kygo speaks to the origins of the Palm Tree festival, reflecting on how he has been “going around and throwing this festival in different cities around the world.” 

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