INFO
The Heinekicks
Dominic Ciambrone
2022
plastic, textile, metal, beer
h 15 x w 11.5 x d 31 cm
Beer trainers
In a highly limited edition of 32 pairs, in 2022 Heineken launched the 'Heinekicks' in Singapore – a collection of exclusive trainers born out of a unique collaboration with Dominic Ciambrone, aka The Shoe Surgeon. The presentation took place in the heart of Asia’s trainer capital, where The Shoe Surgeon enjoys immense popularity.
In the same year, Heineken promoted Heineken Silver, a premium beer that is less bitter and contains less alcohol. With this exclusive fashion item, the brewery aims to capture the interest of Gen Y and Z beer enthusiasts for the lighter, more accessible beer: literally, as the transparent midsole is filled with it. For those keen to enjoy a bottle of Silver on the go, a compartment with a bottle opener can be found in the tongue of the shoe.
Handcrafted to perfection
Ciambrone's SRGN Studios, a collective of creatives in Los Angeles, is renowned for its custom trainer designs, with a strong emphasis on craftsmanship and sustainability. Each unique, bespoke pair is handcrafted according to the customer’s specifications and preferences. This exclusivity adds to the allure of the limited edition Heinekicks, instantly making them highly coveted. The select few pairs are distributed to influencers, key partners, and media outlets. Fortunately, one pair has found its place in the Heineken Collection.
Fashion hype
Heineken's role as a patron for fashion designers is not new. In 2009, Bas Kosters presented his Beat Collection commissioned by Heineken, and in 2017, Lulu Mutuli and Azra Walji showcased the very first African Fashion Collection during the Nigerian Lagos Fashion Week. In 2018, Heineken collaborated with the fashion chain UNION, offering the Green-Collar Collection for sale—a 'synergetic relationship between food and fashion (namely streetwear).'
Recent examples of collaborations for the company’s 150th anniversary in 2023 include partnerships between Heineken Brazil and Adidas, and Heineken Italy and MSGM. In addition, through various campaigns, Heineken regularly releases clothing and accessories that may not warrant the label of 'haute couture' but certainly cause considerable hype, such as the ‘Toeterhoed’ (horn blower hat) and other very successful merchandise.