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Heineken Silver makes a mark in the cultural space with SG streetwear collabs

Heineken Silver makes a mark in the cultural space with SG streetwear collabs

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Heineken Silver has created two streetwear collections with music and apparel imprint Yeti Out, and street culture platform Culture Cartel respectively. The Heineken Silver x Yeti Out Capsule Collection features T-shirts, shorts, a reversible bucket hat, two tote bags and socks, emblazoned with the tagline “GLOBALLY KNOWN / LOCALLY GROWN", the limited-edition drop highlights the progressive concept of "GLOCAL''. The "GLOCAL" vision in youth culture is at the heart of Yeti Out's ethos, mirroring the Heineken brand, which has a global presence and outlook.

Gerald Yeo, director, marketing, Asia-Pacific Breweries said the Heineken Silver x Yeti Out Capsule Collection seeks to get consumers sparking meaningful connections and embracing their individuality, while cementing Heineken Silver as the beer of choice for Gen Zs. An exclusive collection will be available at the Heineken Silver x Yeti Out Capsule Popup store at Culture Cartel 2022 at *SCAPE. Designed with Yeti Out, the pop-up features a visual and auditory experience that aims to thrill fans.

heineken silver x yeti out capsule collection 1

“Since Heineken Silver made its debut in Singapore earlier this year, the beer has stayed true to its brand promise by unleashing a slew of refreshing collaborations," Yeo said. From international DJs at the Heineken Silver Smooooth Warehouse Party launch event to the creation of ‘walk on beer’ Heineken Kicks with world-renowned sneaker extraordinaire The Shoe Surgeon, Yeo said the brand delivers the best in music, taste and fashion.

(Read also: Interview: Heineken hits 28m PR impressions with Pasir Panjang Power Station party)

The second collaboration revolves around the launch of the Smooth Silver Cities x Culture Cartel NFT series. The 500 unique generative designs represent a refreshing new world perspective for the modern generation.

Reflecting their values of inclusivity and open-mindedness, every artwork is anchored by a gender-neutral silver character embracing their individuality and creativity through various street styles, against the vibrant and creative cities of Singapore, Tokyo and Bangkok.

smooth silver cities x culture cartel nft 1

Each NFT unlocks unexpectedly smooth products and experiences, including the chance to own a pair of highly coveted Heineken Kicks.

“Culture Cartel shares Heineken Silver’s philosophy of breaking out of traditional conventions. It was our partner-of-choice to co-create this collection of digital art that embodies the Heineken Silver brand culture, which brings forth fresh and reimagined street styles for the new online generation," Yeo said.

He explained that with each artwork representing a unique celebration of inclusiveness and imagination in a progressive, ever-changing world, Heineken Silver aims to leave a mark on the cultural landscape through exciting, creative collaborations that speak to the passions of young consumers. MARKETING-INTERACTIVE has reached out to Heineken for additional information.

On a separate note, Heineken collaborated with electropop duo The Chainsmokers for its "Refresh Your Music, Refresh Your Nights" campaign in Asia in October. The campaign featured four local artists who refreshed 'The Chainsmokers' hit songs in their own distinctive styles. Two of them are from Vietnam and representing Malaysia is trilingual rapper Yunohoo who will perform alongside singer-songwriter NYK.

Related articles: 

Heineken and The Chainsmokers refresh music genres in Asia campaign
Heineken gets into sneaker game, builds in beer (yes, actual beer) in shoes
Interview: Heineken hits 28m PR impressions with Pasir Panjang Power Station party
Publicis Groupe brings Le Pub to Asia with SG office servicing Heineken
Heineken unleashes global campaign to shut down your always-on work cultures

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