MSGM and Heineken Italia, in a move that marries the worlds of fashion and beer, have joined forces to commemorate Heineken’s sesquicentennial milestone. This commemoration is brought to life through a unique, limited-edition capsule collection, illustrating their common love for social engagement, youthful vitality, and their playful approach to branding.
The collection’s standout item, a long-sleeved polo shirt, is a playful nod to soccer, mirroring Heineken’s backing of the UEFA Champions League. Akin to its exclusivity, only 150 shirts will be available, each featuring a serial number and a creative twist on the Heineken logo. The logo’s Italianized rendition, “Ainechen“, adds an ironic twist, mirroring how Italian consumers tend to pronounce the brand’s name. This intentional misspelling aligns with Heineken’s recent jubilee campaign, whimsically captioned, “150 years of good times. Whatever you call us“.
MSGM founder and Creative director, Massimo Giorgetti, took pride in the partnership, stating, “We are truly proud to have made our creativity – and the traditional savoir faire of Italian-made goods – available to such an important celebration”. Giorgetti further explained that the specially designed polo “reflects our DNA: it has a contemporary vision, positivity and lightness”.
Jan Bosselears, marketing director at Heineken Italia, emphasized the motivation behind the collection. “Young Italians, especially Generation Z, have a contagious passion for clothes, style and the latest trends, turning fashion into an authentic artistic expression“, he said. “That is why we have decided to come together to create a collectable, limited edition t-shirt that celebrates this important milestone and our consumers“.
Selected items from the MSGM x Heineken collection, which also includes co-branded tank tops and boxers, will be offered to customers through a competition on Heineken’s Instagram account, launching on July 17th. Anticipation for further details is being heightened with teasers, leading up to a launch party at the central Teatro Alcione venue in Milan, featuring Seth Troxler on the DJ set.
The collaboration is further commemorated with a campaign featuring six images and a short video by fashion photographer Brett Lloyd. The content displays a youthful group enjoying Heineken beers while donning the collection’s pieces atop a building.
MSGM is no stranger to collaborations, having previously partnered with brands such as Fila, Eastpak, Diadora, Polaroid, Moon Boot, and Toilet Paper. Last holiday season saw a tie-up with Milanese pastry shop Cucchi for co-branded panettone and merchandise.
Established in 2009 by Massimo Giorgetti with the backing of manufacturing company Manifattura Paoloni, MSGM saw investment in 2018 from Italian private equity fund Style Capital. The latter now holds a minority stake in the fashion brand, alongside other notable names such as Forte_Forte, Re/Done, Zimmermann, and LuisaViaRoma.
Meanwhile, Heineken stands as Italy’s leading beer producer, brewing and selling over 7 million hectoliters of beer annually. The Dutch brand has been part of Italy’s beer landscape for more than 45 years, employing 2,000 local individuals across four breweries.
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