Heineken’s playful fashion collab with MSGM misspells the brewer’s name on purpose

Most people say “Heineken,” but in Italy, they proudly pronounce the beer as “Ainechen.” Now, fashion house MSGM and Heineken use the mispronunciation to create a clothing line to celebrate Heinneken’s 150th anniversary. The two brands partnered with the Publicis Italy/LePub to create the 150-piece capsule collection. The feel-good video included in the campaign shows friends racing to a rooftop, enjoying Heineken beers, and wearing jersey polo shirts and tank tops featuring the signature MSGM x Heineken and “Ainechen” labels. Misspellings have been a theme of Heineken’s 150th birthday celebrations—as seen in this 90-second video from June, also from Le Pub. “We are incredibly proud to contribute with our creativity and ‘Made in Italy’ expertise to such a momentous celebration,” said Massimo Giorgetti, creative director of MSGM, in a statement. “The polo shirt created for Heineken’s 150th anniversary reflects our DNA—a contemporary vision, positivity and lightness.” Fashion photographer Brett Lloyd shot the campaign—both the stills and the video. It will launch when Heineken releases it on its social media channels on July 17.

Heineken’s playful fashion collab with MSGM misspells the brewer’s name on purpose

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