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.