Heineken celebrates its 150th anniversary with a special fashion collaboration

(left) Motherchuckers founder Jane Chuck and Heineken Malaysia marketing director Willemijn Sneep (right) posing with models during Heineken's 'That After Party' event, held in conjunction with the brand's 150th anniversary celebration. photos: AllIsAmazing

Heineken's celebration of its 150th anniversary campaign continued with the launch of "That After Party" a fashion collection designed in collaboration with homegrown label, Motherchuckers.

Partnering with the brand's founder, renowned fashion influencer Jane Chuck, Heineken held a launch party at the Godown KL where the limited-edition streetwear collection was showcased to guests.

The Heineken 150 x Motherchuckers’ "That After Party" collection, inspired by the universal language of style and expression, features a diverse mix of clothing.

The lineup of streetwear products includes both cropped and regular t-shirts and coordinated sweat suits in the earthy hues of shortbread, ochre, and Heineken's signature red and green colourways.

The collection includes uniquely designed caps with a built-in bottle opener, a practical and clever twist that doubles as a conversation starter.

Sneep addressing the crowd during the event.

At the event, models presented the collection (which is available for purchase online) in unique fashion - showcasing the attire in three elevated "stations", drinking Heineken as they portrayed scenarios of people having a blast.

Providing dance-worthy tunes all night long were DJs Ashley Lau and Mr Yang, who really got the crowd going with their infectious beats.

"For Heineken's 150th anniversary, we're not just raising a glass, we're raising the bar on style. We've teamed up with Motherchuckers for this fashion-forward collaboration to immortalise those 'lager than life' good times so that we can wear them on our sleeves – literally," said Heineken Malaysia marketing director Willemijn Sneep in a press release from the brand.

"At Heineken, we're all about sparking genuine human connections. So here's to good times, good threads, and the kind of nights that never go out of style!" she added.

(from left) Mr Yang, Jane Chuck and Ashley Lau.

Motherchuckers’ founder Jane Chuck said she hopes the collection will inspire individuals to embrace good times that come from starting conversations.

"We've all experienced 'That After Party' – the strobing lights, thumping bass, and a sea of faces that become the backdrop of unforgettable memories. With this collection, Motherchuckers aims to celebrate those who aren't just part of the party, but the ones who ignite it. It's a tribute to the fun and unforgettable good times that we have enjoyed at after parties," she said.

Heineken is giving out exclusive prizes via its Good Times Cam contest, including pieces from the collection.

For more information, visit the Heineken 150-Anniversary campaign's page at heineken.com/my/en/campaigns/150years.