Seven years ago, Heineken initiated an ambitious project called “Heineken 100.” Each year, the brewer teams up with a fashion designer, brand or retailer to create a limited-edition item, which will then be seeded to 100 of the world’s most influential men.
In the past, Heineken has partnered with the likes of Public School, Neighborhood Japan and Mark McNairy, among others. The project, now stylized as #Heineken100, continues in 2016 with a collaboration with TUMI.
The travel essential brand has recently unveiled a custom-made tote, the first of three made specially for #Heineken100. Inspired by Miami, the tote is designed with signature Heineken-green detailing and TUMI-style superior interior functionality.
Following the release of the #Heineken100 tote, TUMI will launch a New York-influenced item in September and Amsterdam-themed product in October this year.