Press Releases

HEINEKEN USA Partners With Public School For Their 2012 Heineken 100 Program

NEW YORK, Oct. 9, 2012 /PRNewswire/ -- Heineken®, the world's leading premium beer brand, today announced their partnership with popular menswear brand, Public School, for the "Heineken 100" program—an influencer and celebrity seeding program that celebrates tastemakers. For the collaboration, Public School exclusively designed a camouflage duffle bag.

"We chose Public School as a partner because their clientele, like ours, are open-minded, confident, resourceful men who know quality, seek out new experiences and are ever-evolving in all aspects of their life," said Olga Osminkina, Senior Brand Director, Heineken USA. "We hope this is one of many future collaborations with innovative and accomplished designers who align perfectly with the aspirations of the Heineken consumer."

The limited-edition weekender duffle bag features a black and navy camouflage jacquard twill, leather accents, and black nylon straps that have been die-cut into the bag for maximum display of the intricately woven fabric. The duffle bag marks Heineken's second recent partnership with Public School designers Dao-Yi Chow and Maxwell Osborne, who designed limited-edition t-shirts for Heineken's 2012 Red Star Access program under their streetwear brand, Black Apple.

"Heineken has a history of providing consumers an 'Open Your World' experience," says Dao-Yi Chow, Owner of Public School. "The concept behind the collaborative Public School duffle bag was to create a product that represents not only our unique point of view, but allows the recipient the opportunity to bring a piece of their world effortlessly and organically."

In its third year, the Heineken 100 influencer program identifies and celebrates tastemakers who represent Heineken's "Man of the World" platform. Previous collaborative products for the program include: Ariel 7 headphones, Tsovet watches, Union LA t-shirts, Android Homme sneakers, New Era fitted caps, and tote bags designed by fashion duo Dee & Ricky.


HEINEKEN USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi Magic™ application from your smartphone at Please visit

About Public School

Originally founded in Spring of 2008 by accomplished menswear designers, Dao-Yi Chow and Maxwell Osborne, Public School returned last February with their successful AW 12 presentation at Milk Studios.  The brand continues to be a leader in the ready-to-wear men's market, and has achieved multiple industry nominations and awards including Council of Fashion Designers of America, GQ Magazine and Details Magazine. A leader in innovative designs and detailed tailoring, Public School has gained a cult following throughout the entertainment industry with fans including Kanye West, LeBron James, and Twin Shadow's lead singer George Lewis Jr.

Press Contact:
Bryan Pierce / Kellie Jack
Team Epiphany
212-884-1507 / 212-884-1508 /