MSGM and Heineken together for a collectible blokecore shirt

Heineken® and MSGM have formed an extraordinary partnership to celebrate the 150-year history of the famous German beer producer by combining the worlds of beverage and fashion to create an exclusive collectors' piece. Heineken®, in celebrating its important milestone, has launched a campaign dedicated to conviviality and the way its brand is affectionately called by consumers around the world. The campaign plays with the irreverent "mispelling" of the brand's name and highlights how Heineken® continues to accompany the good times in people's lives, without geographic or language barriers. MSGM decided to participate in the celebration through the creation of an advertising campaign and a 150-piece limited edition polo shirt that represents the union of two worlds, that of beer as a symbol of community and pleasant moments, and that of fashion as the language of choice for expressing one's personality.

Jan Bosselears, Marketing Director of Heineken Italy, commented on the exciting partnership stating: «Young Italians, especially Generation Z, demonstrate an infectious passion for clothing, style and the latest trends, turning fashion into a form of authentic artistic expression. This is why we decided to create together a collectible and limited edition T-shirt to celebrate this important milestone of ours and celebrate our consumers». Massimo Giorgetti, Creative Director of MSGM, went on to emphasize his pride in collaborating with a great pop icon, saying «the polo shirt created for 150 years of Heineken® reflects our DNA: a contemporary vision, positivity and lightness». Shooting the campaign for the capsule was renowned photographer Brett Lloyd, who took six shots and an exceptional video, capturing the soul of this extraordinary collaboration.