Why Are Beer Brands Doing Fashion Collabs?

Racked recently ran an article on beer companies who are increasingly partnering with fashion brands. Among other collabs mentioned, the story highlights that Heineken is in the sixth year of its Heineken100 program, which creates limited-edition product with some of the hottest brands in menswear. This year the program includes a pair of Garret Leight sunglasses with "#Heineken100" etched on the interior of one temple. It’s a product that give a whole new meaning to the term “beer goggles.”

For the full article click through to Racked.com.