Heineken has unveiled a new collaboration with PIET, a trailblazing name in streetwear in Brazil, bringing a collection that marries bold design with a forward-thinking approach to sustainability. The partnership explores the idea of creating spaces where connections and exchanges flourish, rooted in a shared vision of shaping a more promising future. Both brands align in their belief that sustainability is not just a trend but a lasting movement that guides the choices they make today.
The highlight of the collection is a standout jacket, infused with Heineken’s signature green and designed by PIET's creative director, Pedro Andrade. This jacket encapsulates the essence of both brands, crafted with a nod to durability and non-disposable fashion. It's designed to age gracefully, with every wear adding to its character, allowing it to become a personal statement for the wearer. The thoughtful design reflects a commitment to creating timeless pieces that tell a story as they evolve.
The collection made its debut at a festival, where Brazilian music and fashion icon Marcelo D2 took center stage wearing a piece from the Heineken x PIET line. The organic cotton jacket features classic cuts and the signature aged finishes that PIET is known for, further reinforcing the collaboration’s focus on sustainability and style. This festival launch highlighted the collection’s cultural relevance, capturing the attention of fashion-forward audiences.
"Just like Heineken, PIET closely follows the movements and desires of Generation Z to stay culturally relevant. Both brands do this authentically, based on purpose and clear sustainability initiatives. Together, with this capsule collection, Heineken and PIET not only celebrate the present but also believe in dreaming of a more balanced tomorrow, one 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 Heineken’s invitation came at the perfect time to address the theme of the present’s impact on our future. Having the creative freedom and collaborating with a team that shares the same values as mine was essential in achieving an aesthetic that represents both brands. Launching this journey at a festival with so much history and reach, and being able to dress some of Brazil’s top music talents, amplifies our message and work,” emphasizes Pedro Andrade, founder and creative director of PIET.
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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