Heineken invited LEW to develop a design concept for a brand clothing range that is refreshingly fashionable .
The startingpoint for the collection is the visual brand identity of Heineken, the iconic logo and of course the very recognizable color scheme.
One of the signature approaches of LEW is cutting up garments and putting them together by using patchwork and weaving, in combination with daring color palettes. The result is a surprising graphical look that makes LEW’s fashion collections unique.
The Heineken apparel gets is powerful fresh look by cutting up the logo (no offence : ) and making a complete new image of graphical forms, that still stays surprisingly recognizable as Heineken.
The way LEW balances branding and fashion creates a new approach to ‘corporate clothing’: not stiff and predictable, but lively, progressive and open minded.
While it meets all criteria of functionality, comfort and durability and of course the wearibility is optimal to every size and fit, LEW and Heineken like to believe there is no difference between Fashion and Clothing. Cheers!
Art direction + design: LEW by Leemans & Wicker
Graphic design: A studio
Photographers: Petrovsky & Ramone
World wide productions for Champions League, Olympics, Rugby world cup, Premieres etc..in cooperation with Els Rooseboom Fashion and Pattern Design.