Role: Creative Strategist/Art Director Agency: Team Epiphany
Heineken x Bape: Heineken100
As part of the #HEINEKEN100 program—a lifestyle initiative aligning Heineken with influential menswear brands—we were tasked with concepting a one-of-a-kind apparel collection with Tokyo streetwear giant A Bathing Ape. The goal: merge Bape’s iconic style with Heineken’s global cool to create something that would excite fashion heads and beer fans alike. From design to experience, we built a campaign that honored both brands while speaking directly to culture-savvy consumers.
Leading design across the full capsule collection, we created first-of-its-kind pieces for the collection - like a half-zip Shark Hoodie, a reversible camo coaches jacket, and even a nylon six-pack holder turned mini cooler. A Japanese street-style-inspired lookbook featuring downtown icons like Vashtie brought the collection to life across PR and digital channels.
For the launch, we created a one-day-only Bape pop-up restaurant styled as a traditional izakaya—with a to-go window selling product by day, and a private influencer dinner by night, where guests were served Japanese small plates and seeded the exclusive gear.
The collection quickly became a grail-worthy drop, praised for its authenticity, design, and deep cultural references. Pieces from the collab were spotted on style icons like Jay-Z and Teyana Taylor, adding serious cachet and driving buzz across fashion and music circles. With strong press pickup, influencer amplification, and organic social traction, the campaign cemented Heineken’s credibility in the streetwear space—proving that even a global beer brand can move effortlessly through the world of style and culture.
