Both Tiger Beer and luxury fashion house Kenzo have a connection to tigers. Tiger Beer’s is obvious, and Kenzo introduced a tiger icon to its clothing years ago. So, it makes sense that both brands are concerned that there are as few as 3,900 tigers left in the wild.

Tiger Beer and WWF created a capsule collection with Kenzo, replacing their iconic tiger design with real wild tigers. When the garments and unique tiger stripes are scanned, the emotional individual tiger stories are told. All the proceeds from the limited-edition items will be given to the WWF in support of doubling the tiger population.

To debut the collection, Studio Dive re-imagined KENZO’s store at Ginza Six in Tokyo. The design featured vines, cords, neon, snare wire and live CCTV footage of endangered wild tiger habitat.