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The whiskey was inspired by masters and apprentices working together at the new Midleton micro-distillery, one of the oldest and most iconic distilleries in the world. The brand combines tradition and innovation to convey a sense of fun and excitement. It uses two opposing patterns throughout the packaging. The straight lines symbolise method and order and the stunning marbled patterns reference madness and liquid experimentation. The process of turning raw materials into textiles contributes a huge number of chemicals towards the environment. According to Earth Pledge however, the majority of a garment's carbon footprint occurs after it is purchased. Of course, many of these garments will be discarded and only trendier styles whenever a new fashion season begins. To keep these clothes from ending up in landfills some designers are recycling vintage looks into stunning new designs.