Tumi Teams Up with Heineken for the #Heineken100

by Paige Reddinger

Tumi unveiled a partnership with Heineken to celebrate the #Heineken100 initiative in Miami, New York City, and Amsterdam. The collaboration includes a custom Miami-inspired Tumi tote with signature Heineken-green detailing, the first of three custom-designed pieces to roll out. New York City’s Tumi-designed piece will be unveiled in September and Amsterdam’s will debut in October. Each piece is seeded to 100 of the world’s top male influencers in the worlds of art, culture, fashion, and music. On the list to receive the Tumi x #Heneiken100 product: Dao-Yi Chow and Maxwell Osborne of Public School, Chris Gibbs of Union in L.A., actor Jesse Williams of Grey’s Anatomy, Ronnie Fieg of Kith NYC, and DJ Brendan Fallis, just to name a few.

It’s Heineken’s 7th year doing the #Heinken100 initiative and their first time partnering with Tumi. Previous partners have included Public School, Mark McNairy, Parabellum, Union in L.A., Garrett Leight, Kith, and Neighborhood Japan. “We’re excited to partner with Heineken, as both our brands represent global, premium craftsmanship and a shared dedication to our customers,” said Tumi global creative director Michael Petry. “We are constantly inspired by our Global Citizens and look forward to perfecting the journeys of these new innovators and tastemakers as they embark upon their next adventure.” Watch the hashtag as more is unveiled.



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