By  on December 12, 2017

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.

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