The #Heineken100 project, an annual campaign that aligns the beer company with fashion brands such as Public School and Union Los Angeles, is taking a different approach this year.
The label has partnered with streetwear brand A Bathing Ape (known as BAPE) to produce a small capsule collection, but for the first time the product will be made available to the public. Coltrane Curtis, founder and managing partner of Team Epiphany, which produces the campaign, said this shift is an attempt to open the initiative up to more people while maintaining some mystique.
“The challenge for this year’s #Heineken100 partnership is maintaining exclusivity and staying connected to the culture, while at the same time increasing the program visibility,” said Curtis. “Today’s luxury brands like Fear of God and Off-White are doing a great job at finding a balance between mass and exclusivity, and we believe this year’s program does that as well.”
The co-branded collection, which retails from $112 to $413, includes a half-zip pullover shark hoodie, a camo coach jacket, a T-shirt and a six-pack bottle carrier. Instead of being sold at A Bathing Ape locations, it will be made available today to customers over 21 at a pop-up shop at Izakaya in Manhattan’s East Village from 11 a.m. to 4 p.m. The collection will also be offered to 100 influencers.
“The goal of the #Heineken100 program always has been and always will be providing our influential fans with functional and aspirational items that they don’t yet know they need or want,” said Raul Esquer Lopez, Heineken U.S. brand manager. “The type of beer you drink echoes who you are and #Heineken100 is our way of telling our consumer, ‘We know who you are and we know you are more than just what you drink.’”
Over the past year, A Bathing Ape has collaborated with brands ranging from Anti Social Social Club to ReadyMade and produced everything from playing dice to furniture.
“We don’t expect everyone to be into apparel and we’re open to working in new markets,” said Kevin Le, the marketing supervisor for BAPE U.S. “Heineken and our brand share a sphere of active cultural influence on a global scale. Our mutual goal is to bring luxury and quality products to consumers throughout the world, so the partnership felt very natural.”