The world's premium beer brand, Heineken Light, collaborated with three local streetwear labels to launch a capsule collection which could well be the choice of urban travellers this summer.
The collaboration follows the success of the previous vacation collection, “Albesen” with renowned local designer Danjyo Hiyoji. Earlier, Danjyo Hiyoji manifested the brand Heineken Light in transparent green fabric, holographic beading, and white textile. Heineken has has cooperated with global fashion brands such as BAPE, TUMI, and Neighborhood Japan.
For the recent collaboration, fashion and beer lovers could see Heinken’s signature logo and identity of the brand on the clothing and accessories. Launched at Urban Sneaker Society (USS) Live Plaza Indonesia, the capsule collection includes t-shirts and hoodies from Heineken Light x EVIL, a tee and tote bag package from its collaboration with UNTOLD, and shoulder bags from Heineken Light x CMMN.
Founder of streetwear brand EVIL, Laurensius Teguh Pramono came up with the idea to adapt the legendary Heineken red star logo in the collection. Another streetwear label CMMN deconstructed 90s fashion graphic design by adapting the iconic Heineken bottle cap on the printed fabric of shoulder bag. People could also find the limited edition Nike Dunk Low Pro SB "Heineken" sneaker which has become popular among urban outfitters.
In line with Heineken’s ad campaign aimed at the younger generation, UNTOLD chooses typographic designs to deliver the message to enjoy and drink beer responsibly. The brand’s latest product Heineken Light is the premium beer with a low alcohol content (3.3 percent), low caloric content (99 calories), with a refreshing taste. The brand has been associated with the young generation by collaborating with local streetwear labels.
"Heineken always supports the creative industry by collaborating with them (designer and streetwear label) to produce a masterpiece," said Ria Sutrisno, Marketing Manager of Heineken.
The collection is priced in the IDR 100.000 to IDR 30.000 range.