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Huffer collaborates with Heineken beer

  • News
  • February 15, 2018
  • Courtney Devereux
Huffer collaborates with Heineken beer

New Zealand brand Huffer has announced its latest collaboration – not with another fashion label, but with Heineken beer.

The new creative partnership is another in the mix of unlikely collaborations we’ve seen recently. Yet the two brands have similar audiences and should widen them further with the new range.

The streetwear being designed is limited edition, and kicking off the collaboration will be a muscle singlet with a ‘Permanent Vacation’ design on the back. The show-side style is typical of first releases and the summer feel Heineken often brings with it.   

Frist in best dressed, at exactly 3pm on Tuesday February 20, the 100 Heineken Huffer Tanks will be available to purchase exclusively online for one day only. However, there is a twist – singlet #1 of 100 will only cost $1, single #13 of 100 will be $13 and so on through to 100.

Both brands come with a solid demographic, usually males aged 18-35, so by combining they are strengthening the ties to that certain audience. However, by catering to the so called ‘man of the world’, they are running the risk of creating a limited collab which will have limited longevity after it’s done. Although the new collection will no doubt be popular, branded beer apparel often has a way of sticking around (eyes are on you Fiji Bitters Beer). 

Globally, Heineken has done several collaborations with brands such as Hypebeast, Kith and Garrett Leight.  Yet Heineken is not defined by its beer, it is more of a lifestyle category which gives it the opportunity to branch out and get onboard easily with brands that already target its demographic, such as Huffer.

Although singlets are an interesting choice of first drop coming to the end of summer, the collaboration is expected to release more items this year. No doubt sticking to the solid Huffer styles of streetwear and comfort.

The limited edition tanks will be available via the website come February 20. 

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First Looks: Inside the VIP Krispy Kreme opening

  • News
  • February 23, 2018
  • Courtney Devereux
First Looks: Inside the VIP Krispy Kreme opening

The Register was lucky enough to be invited to the VIP opening of Krispy Kreme’s first New Zealand store. The opening included a tour of the new distribution centre and even a make-your-own doughnut experience.

Read more
 
 

Junk and Disorderly pops up in Ponsonby Central

  • News
  • February 23, 2018
Junk and Disorderly pops up in Ponsonby Central

Junk and Disorderly is the latest pop-up installment to come to Ponsonby Central. The space is a showcase of some collected pieces by the owners who wish to share the message of the store – the art of doing what you love.

Read more
 
 
 
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Sneak a peek inside the February/March issue of NZ Retail magazine

  • News
  • February 23, 2018
  • The Register team
Sneak a peek inside the February/March issue of NZ Retail magazine

The latest issue of The Register's print magazine, NZ Retail, is winging its way to subscribers right now. This time, we focus on how poor waste minimisation is sending retailers slip-sliding away from consumers' good books; how to make Amazon work for you; new developments to watch across New Zealand; and retail's top five fastest-growing categories.

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