A Bathing Ape launches first ever Heineken pop-up

By

Cassidy Mantor

Published
Dec 8, 2017

A Bathing Ape (Bape) has partnered with Heineken to release a limited edition four-piece capsule collection available to purchase at an upcoming one day pop-up shop in NYC.

The Bape x Heineken100 capsule consists of a screen printed t-shirt, a bottle carrier in Bape's signature camo, a Bape shark hoodie cobranded with a Heineken patch, and a black camo coach jacket featuring a Heineken green lining. Prices range from $112 for the tee to $413 for the coat.

The capsule is part of Heineken's coveted "Heineken100" program. The program gifts exclusive co-branded product to the 100 most influential beer drinkers globally. This is the first year the product will be available to the public for purchase through a pop-up shop.

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Raul Esquer Lopez, Heineken USA Brand Manager said the two brands share a common consumer who has a taste for luxury and innovation. Lopez described Bape as "an iconic brand that shares a history of inventiveness through creating highly-aspirational imports for the man of the world."  

The pop-up shop will feature limited quantities of each of the four pieces.

According to Coltrane Curtis, Founder & Managing Partner of Team Epiphany, the marketing agency behind the initiative, the Heineken100 program goal "has always been to connect the brand with people who drive culture forward." Customers spoke up and wanted to be able to purchase the collection which is now in its eighth year.

Previous brands that have been featured in Heineken100 collections include Tumi, Public School, Garrett Leight, Union Los Angeles, Parabellum, Mark McNairy, Kith and Neighborhood Japan.

The capsule will be available for purchase at a one-day pop-up in Manhattan's East Village on Tuesday, December 12th. The pop-up shop is located inside Japanese gastropub Izakaya at 326 E. 6th St. It will be open to fans of the brands who are 21 and older.