Heineken announced this weekend a new collection with streetwear brand PIET. According to the companies, the Heineken + PIET collection “invites dialogue about the construction of new spaces, where what awaits us is a future of connections, exchanges and good times”. The partnership unites two brands that share the same vision of the future, in which sustainability is more than a concept: “it is a collective movement for an ideal, choosing today what will build tomorrow”.
The first piece launched was a jacket. According to a statement, “the piece embodies the creative vision that Pedro Andrade, founder and creative director of PIET, so appreciates. With finishes that celebrate the passage of time, this piece represents non-disposable fashion, designed to be admired for its unique character, without wearing out over time. It is an item that carries history and invites each person to imprint their own identity through use.”
The collab debuted at Rock In Rio with artist Marcelo D2, wearing a piece from the Heineken + PIET collection.
“Like Heineken, PIET is always closely following the movements and desires of Generation Z to remain culturally relevant. And both brands do this with authenticity and based on purpose and clear sustainability initiatives. Together, with this capsule collection, Heineken and PIET not only celebrate the present, but also believe that it is possible to dream of a more balanced tomorrow, with positive impact and values that deeply resonate with the principles of this new generation”, says Adriana Teixeira, Head of Brand PR at Heineken Group in Brazil.
“I believe that Heineken’s invitation came at the best time to address the issue of the impact of the present on our future. Having creative freedom and working together with a team that shares my values was essential for the result to achieve an aesthetic that represents both brands. Starting the journey at a festival with so much history and reach, and being able to dress some of the greatest talents in Brazilian music, enhances our message and work,” highlights Pedro Andrade, founder and creative director of PIET.
More details on the official launch of Heineken x PIET will be released soon.
