[We Like] Heineken Partners With Public School for the 2012 Heineken 100 Program

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Yesterday, Heineken®, the world’s leading premium beer brand, announced their partnership with popular menswear brand, Public School, for the “Heineken 100” program—an influencer and celebrity seeding program that celebrates tastemakers. For the collaboration, Public School exclusively designed a camouflage duffle bag. Peep more info below…

“We chose Public School as a partner because their clientele, like ours, are open-minded, confident, resourceful men who know quality, seek out new experiences and are ever-evolving in all aspects of their life,” said Olga Osminkina, Senior Brand Director, Heineken USA. “We hope this is one of many future collaborations with innovative and accomplished designers who align perfectly with the aspirations of the Heineken consumer.”

The limited-edition weekender duffle bag features a black and navycamouflage jacquard twill, leather accents, and black nylon straps that have been die-cut into the bag for maximum display of the intricately woven fabric. The duffle bag marks Heineken’s second recent partnership with Public School designers Dao-Yi Chow and Maxwell Osborne, who designed limited-edition t-shirts for Heineken’s 2012 Red Star Access program under their streetwear brand, Black Apple.

“Heineken has a history of providing consumers an ‘Open Your World’ experience,” says Dao-Yi Chow, Owner of Public School. “The concept behind the collaborative Public School duffle bag was to create a product that represents not only our unique point of view, but allows the recipient the opportunity to bring a piece of their world effortlessly and organically.”

In its third year, the Heineken 100 influencer program identifies and celebrates tastemakers who represent Heineken’s “Man of the World” platform. Previous collaborative products for the program include: Ariel 7 headphones, Tsovet watches, Union LA t-shirts, Android Homme sneakers, New Era fitted caps, and tote bags designed by fashion duo Dee & Ricky.


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