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SOUNDS (AND LOOKS) GREAT: MSGM and Heineken Italia have teamed up to celebrate the 150th anniversary of the Netherlands beer brand with the creation of a limited edition capsule collection.
The tie-up leverages the brands' common penchant for conviviality and social gatherings as well as their spirit young and tone of voice.
The centerpiece of the collection is a long-sleeved polo shirt that nods to the world of football, which makes a fitting benchmark given Heineken's sponsorship of the UEFA Champions League, for one. Available in just 150 pieces, the item comes with a serial number and highlights a different take on the brewer's logo.
Related ArticlesAdmittedly, the name of the brand was misspelled in "Ainechen" to ironically evoke the path Les Italian consumers pronounce it. This is in line with a wider campaign that the beer brand recently launched as part of its jubilee under the slogan “150 years of good times. It doesn't matter what you call us."
"We are truly proud to have put our creativity - and traditional craftsmanship - into the products made in Italy – available for such an important celebration," said Massimo Giorgetti, founder and creative director of MSGM. He underlined that the polo shirt designed for the occasion "reflects our DNA: it has a contemporary, positive and light vision."
The MSGM x Heineken collaboration. Courtesy of MSGM"Young Italians, especially Gen Z, have an infectious passion for clothes, style and the latest trends, transforming fashion into authentic artistic expression. That's why we decided to come together to create a limited edition collectible t-shirt that celebrates this milestone and our consumers," said Jan Bosselears, Marketing Director at Heineken Italia.
A selection of items from the MSGM x Heineken collection — which also includes co-branded tank tops and boxers. tagged – will be offered to consumers via a competition that will be launched on the Heineken Instagram account on July 17. While the details are still secret and will be teased in the coming days, on Thursday the two brands will celebrate their partnership with a party that will be organized in the central hall of the Teatro Alcione in Milan and with a DJ set of
SOUNDS (AND LOOKS) GREAT: MSGM and Heineken Italia have teamed up to celebrate the 150th anniversary of the Netherlands beer brand with the creation of a limited edition capsule collection.
The tie-up leverages the brands' common penchant for conviviality and social gatherings as well as their spirit young and tone of voice.
The centerpiece of the collection is a long-sleeved polo shirt that nods to the world of football, which makes a fitting benchmark given Heineken's sponsorship of the UEFA Champions League, for one. Available in just 150 pieces, the item comes with a serial number and highlights a different take on the brewer's logo.
Related ArticlesAdmittedly, the name of the brand was misspelled in "Ainechen" to ironically evoke the path Les Italian consumers pronounce it. This is in line with a wider campaign that the beer brand recently launched as part of its jubilee under the slogan “150 years of good times. It doesn't matter what you call us."
"We are truly proud to have put our creativity - and traditional craftsmanship - into the products made in Italy – available for such an important celebration," said Massimo Giorgetti, founder and creative director of MSGM. He underlined that the polo shirt designed for the occasion "reflects our DNA: it has a contemporary, positive and light vision."
The MSGM x Heineken collaboration. Courtesy of MSGM"Young Italians, especially Gen Z, have an infectious passion for clothes, style and the latest trends, transforming fashion into authentic artistic expression. That's why we decided to come together to create a limited edition collectible t-shirt that celebrates this milestone and our consumers," said Jan Bosselears, Marketing Director at Heineken Italia.
A selection of items from the MSGM x Heineken collection — which also includes co-branded tank tops and boxers. tagged – will be offered to consumers via a competition that will be launched on the Heineken Instagram account on July 17. While the details are still secret and will be teased in the coming days, on Thursday the two brands will celebrate their partnership with a party that will be organized in the central hall of the Teatro Alcione in Milan and with a DJ set of
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