As a seasoned gamer with a keen eye for streetwear and a heart that beats for sustainability, I must say this Heineken x PIET collaboration is a home run! Growing up in the era where fast fashion was the norm, it’s refreshing to see brands like these taking a stand against disposable culture.
Heineken has announced a fresh collaboration with PIET, a pioneer in Brazil’s streetwear scene, launching a collection that merges daring designs with an innovative commitment to environmental responsibility. This partnership seeks to foster areas where relationships and ideas thrive, grounded in a mutual aspiration for shaping a brighter tomorrow. Both brands concur that sustainability is not merely a passing fad but a continuous drive influencing their decisions today.
The star piece of the assortment is an exceptional jacket, imbued with Heineken’s iconic green hue and created by Pedro Andrade, the creative head at PIET. This jacket embodies the spirit of both labels, fashioned with respect to durability and sustainable fashion. It’s designed to mature elegantly, with each wear enhancing its charm, thus enabling it to serve as a unique expression for the wearer. The considerate design underscores a pledge towards crafting enduring items that narrate a tale as they progress.
At a festival, the debut of the collection spotlighted Brazilian music and style icon Marcelo D2, who donned a jacket from the Heineken x PIET collaboration. The jacket, crafted from organic cotton, showcases timeless cuts and PIET’s signature aged finishes, emphasizing the partnership’s commitment to both sustainability and fashion-forward design. This event at the festival underscored the collection’s cultural significance, garnering interest from trendsetting enthusiasts.
Similar to Heineken, brand PIET keeps up with the trends and aspirations of Generation Z to maintain cultural relevance. Both brands approach this authentically, guided by their purpose and strong commitment to sustainability. In partnership, Heineken and PIET’s latest collection not only acknowledges the current zeitgeist but also shares a vision for a future that is more balanced, with a positive impact and values that strongly align with Generation Z’s core principles, as expressed by Adriana Teixeira, Head of Brand PR at Heineken Group in Brazil.
According to Pedro Andrade, the founder and creative director of PIET, Heineken’s invitation couldn’t have been better timed as it allowed him to tackle the theme of how the present influences our future. Working alongside a team that held similar values was crucial in producing an aesthetic that resonated with both brands. The fact that this project kicked off at such a historic and influential festival, where some of Brazil’s top music stars could be styled, not only boosted our message but also amplified the impact of our work.
The collection will launch exclusively on PIET.com and its pop up in São Paulo on October 4.
PIET Flagship Store São Paulo
Padre João Manuel Street, 722
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2024-10-04 16:27