Countless food brands, restaurants, beverage companies and even grocery stores chains are diving into the world of streetwear by releasing their own branded styles—including Heineken and Union, which teamed up to introduce the 'Green Collar' capsule collection as part of the ongoing #Heineken100 program.
The Fall 2018 #Heineken100 x Union collection includes limited-edition, co-branded products that encourage curiosity, creativity and experimentation, especially as the six styles can be combined in more than 100 different ways. The collaborative fashion capsule includes oversized coats, pants, hooded sweatshirts, hats, sneakers and t-shirts that are emblazoned with phrases like "Got Hops?"
The pieces from this co-branded collection are now available at Union Los Angeles, as well as the Union Tokyo location, which shares two city-exclusive pieces.
Co-Branded Beer Streetwear
Heineken and Union Created the #Heineken100 'Green Collar' Capsule
Trend Themes
1. Co-branded Streetwear - Opportunity for other brands to collaborate with fashion labels to create unique and limited-edition products.
2. Curiosity-based Marketing - Opportunity for brands to encourage curiosity, creativity, and experimentation through their products, attracting a new wave of customers.
3. Multi-functional Fashion - Opportunity for brands to create fashion items that can be combined in numerous ways, allowing customers to express their individuality.
Industry Implications
1. Food and Beverage - Opportunity for food and beverage companies to venture into the fashion industry and explore co-branded fashion collaborations.
2. Retail - Opportunity for retail brands to adopt curiosity-based marketing techniques and create limited-edition fashion items to attract customers.
3. Fashion - Opportunity for fashion industry to embrace multi-functionality and create versatile clothing pieces that offer various styling options.