Why Are Beer Brands Doing Fashion Collabs?

A strange relationship is brewing. Beer companies, from craft to mass, are increasingly partnering with fashion brands. Heineken is in the sixth year of its Heineken100 program, which creates limited-edition product like duffle bags and selvedge denim with some of the hottest brands in menswear; Miller worked with a Chicago store on an apparel collection for its High Life line; Bud Light did a limited-edition bikini with a buzzy made-in-LA swimwear brand; and Dogfish Head worked with Woolrich on men’s and women’s clothes and accessories. Read more at Racked.