World-famous beer company Heineken is launching the eighth year of its coveted #Heineken100 program by partnering with global streetwear company A Bathing Ape on a limited-edition four-piece capsule. It will be available for consumers 21 and older to purchase at a one-day-only pop-up shop at Japanese gastropub Izakaya in New York City on Tuesday, December 12 from 11:00am until 4:00pm.
The 2017 #Heineken100 collection comprises the BAPE x #Heineken100 Half-Zip Pullover Shark Hoodie ($399.00); BAPE x #Heineken100 Camo Coach Jacket ($413.00); the BAPE x #Heineken100 T-Shirt ($112.00); and the BAPE x #Heineken100 Six-Pack Bottle Carrier ($115.00).
“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.”
“We’re excited to partner with Heineken on a program that shares our aesthetic visions and sphere of active cultural influence,” said Kevin Le, Marketing Supervisor, USAPE. “Much like BAPE, the #Heineken100 collection brings luxury and quality products to consumers throughout the world.”
Previous #Heineken100 partners have included Tumi, Public School, Garrett Leight, Union Los Angeles, Parabellum, Mark McNairy, Kith and Neighborhood Japan.