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Heineken launches capsule collection with Union

By Marjorie van Elven

Dec 3, 2018

Heineken is releasing one more collaborative fashion collection, following its partnership with Italian sportswear label Kappa earlier this year. This time, the brewer has teamed up with American retailer Union to develop “elevated workwear for the global creative”. Named “Green Collar”, the collection includes six pieces in 16 colorways.

“Heineken and Union share consumers that are hardworking, creatively inclined, and are masters of a lifestyle in their own making”, said Raul Esquer, Brand Director at Heineken USA, in a statement. “With their eye for unique, timely and ultra-wearable pieces, Union is the perfect partner”.

The collection is part of Heineken’s #Heineken100 campaign, now in its ninth year, in which the brewer partners up with some of the most innovative names in fashion and retail. Past collaborations include Public School, Kith, Neighborhood Japan and Garrett Leight. "Since its inception, the #Heineken100 program has authentically coupled the Heineken brand with the coolest, most impactful brands, influencers and tastemakers", explained Coltrane Curtis, Founder and Managing Partner of Team Epiphany, the agency behind the campaign, in the same statement.

Heineken’s collaborative collection with Union is available at Union’s stores in Los Angeles and Tokyo.

Photos: courtesy of Heineken