SOUNDS (AND LOOKS) GOOD: MSGM and Heineken Italia have teamed to have a good time the one hundred and fiftieth anniversary of the Dutch beer brand with the creation of a limited-edition capsule collection.

The tie-up leverages the brands’ shared penchant for conviviality and social gatherings in addition to their youthful spirit and tone of voice. 

The important thing piece in the gathering is a long-sleeved polo shirt winking to the world of soccer, which makes for a fitting reference considering Heineken’s sponsorship of the UEFA Champions League, for one. Available in only 150 pieces, the item comes with a serial number and spotlights a unique tackle the beer maker’s logo. 

To be certain, the name of the brand has been misspelled as “Ainechen” to satirically evoke the way in which Italian consumers pronounce it. That is in sync with a bigger campaign the beer brand recently launched as a part of its jubilee under the claim, “150 years of fine times. Whatever you call us.”

“We’re truly proud to have made our creativity — and the normal savoir faire of Italian-made goods — available to such a very important celebration,” said Massimo Giorgetti, MSGM founder and inventive director. He underscored the polo designed for the occasion “reflects our DNA: it has a up to date vision, positivity and lightness.”

“Young Italians, especially Generation Z, have a contagious passion for garments, style and the newest trends, turning fashion into an authentic artistic expression. That’s the reason we now have decided to return together to create a collectable, limited edition T-shirt that celebrates this vital milestone and our consumers,” said Jan Bosselears, marketing director at Heineken Italia.

A choice of items within the MSGM x Heineken collection — which also includes co-branded tank tops and boxers — will likely be gifted to consumers via a contest to be launched on Heineken’s Instagram account on July 17. While details are still under wraps and will likely be teased in the approaching days, on Thursday the 2 brands will have a good time their partnership with a celebration that will likely be staged in Milan’s central Teatro Alcione venue and featuring a DJ set by Seth Troxler.

A dedicated campaign including six images and a brief video have also been developed with the involvement of fashion photographer Brett Lloyd. A young forged is portrayed on the rooftop of a constructing wearing pieces of the gathering while having a beer.

MSGM isn’t recent to collaborations, having forged ties with the likes of Fila, Eastpak, Diadora, Polaroid, Moon Boot and Toilet Paper through the years. For the last holiday season, the label tied up with Milanese pastry shop Cucchi for a co-branded panettone and merchandise. 

Giorgetti launched MSGM in 2009 with the support of producing company Manifattura Paoloni. In 2018, Italian private equity fund Style Capital acquired a minority stake within the brand, adding it to its portfolio that also now includes Forte_Forte, Re/Done, Zimmermann and LuisaViaRoma. 

As for Heineken, the corporate is currently the biggest beer producer in Italy, where it makes and sells greater than 7 million hectoliters of beer a yr. The firm has been producing beer within the country for greater than 45 years, with 4 breweries and a pair of,000 local employees.