Brewing giant Heineken has partnered with Hong Kong-owned streetwear brand A Bathing Ape (Bape), for the eighth year of its #Heineken100 program.
Heineken and Bathing Ape have created a capsule collection of four co-branded fashion items: a hoodie, coach jacket, t-shirt and a six-pack bottle carrier.
Limited quantities of the #Heineken100 collection will be available for purchase only on December 12 by consumers aged 21 and older at a one-day-only popup shop at Japanese gastropub Izakaya in Manhattan’s East Village neighborhood in New York.
“The goal of the #Heineken100 program has always been to connect the brand with people who drive culture forward,” said Coltrane Curtis, founder and managing partner of Team Epiphany, the marketing agency behind the initiative. “This year, we listened to the fans. By opening up #Heineken100 to New Yorkers, we’re able to directly engage with consumers in one of the most influential cities in the world.”
Previous renditions of the Heineken100 program have collaborated with retail brands to develop premium co-branded products gifted exclusively to the world’s 100 most influential beer drinkers. But this year, for the first time, the products will be made available to consumers.
Last year, Heineken collaborated with luggage brand Tumi to create a series of essential travel products. Other previous partners include Public School, Garrett Leight, Union Los Angeles, Parabellum, Mark McNairy, Kith and Neighborhood Japan.
“This year’s #Heineken100 campaign brings together two brands with global ubiquity, whose consumers have a taste for luxury and innovation,” said Raul Esquer Lopez, Heineken USA brand manager. “We’re thrilled to partner with Bape, an iconic brand that shares a history of inventiveness through creating highly-aspirational imports for the man of the world.”
Bape is owned by Hong Kong’s I.T. Group.
The four-piece capsule collection comprises:
- Half-zip Pullover Shark Hoodie (US$399.00), featuring Heineken-green accents and a black-on-black #Heineken100 crest on the sleeve.
Camo Coach Jacket ($413.00), featuring the Bape signature camo print on the exterior with a Heineken-green camo lining.
T-shirt ($112.00): A classic screen-printed logo t-shirt with Heineken-green accents and limited-edition #Heineken100 seal.
Bape Six-pack Bottle Carrier ($115.00), co-branded carrying case with Bape camo print and both brand logos.
“The Heineken program shares our aesthetic visions and sphere of active cultural influence,” said Kevin Le, marketing supervisor with Bape US. “Much like Bape, the #Heineken100 collection brings luxury and quality products to consumers throughout the world.”