Celebrating street culture, Budweiser Experiences has announced the launch of Budweiser Streetwear Co. in association with Myntra, the fashion and lifestyle brand.
The collection brings alive a global streetwear aesthetic, incorporating local, modern and graffiti-inspired elements that are symbolic of the country’s growing urban culture. This introduction is a natural extension of the brand’s play in the apparel segment, which was marked with the launch of BUDXTSRTEET (in collaboration with Veg Non-Veg, NorBlackNorWhite, Huemn, Hanif Kureshi and Boxout.fm) and Hufweiser (a global collaboration with leading streetwear brand, HUF) last year.
The Budweiser Streetwear Co. comprises an array of edgy silhouettes of t-shirts, sweatshirts, tops, track pants and designs that represent the brand’s heritage through distinct patterns. Nuances of the Indian street culture permeate effortlessly throughout the entire collection, featuring Hindi typography and punchy graphics that bring to the fore the essence of the brand. The collection explores the balance between minimalistic and bold, vintage and contemporary, bringing out a colour palette of blacks, reds, whites and blues – characteristic of Budweiser’s signature hues, blended with those of India’s streets. The drop also includes a range of on-trend masks, an essential accessory for the current times, enabling consumers to safely explore and adorn their personal aesthetic, while being mindful of their wellbeing.
Alexander Lambrecht, VP Marketing, South Asia, AB InBev, said, “We are thrilled to announce the launch of Budweiser Streetwear Co. in association with Myntra, a platform that has grown exponentially over the years, and established itself as the go-to when it comes to fashion. We are firm believers of investing in avenues that resonate with the passion points of our patrons, in a meaningful and differentiated manner. Our foray into the apparel sector in 2019 was underlined by this very objective, and the launch of Budweiser Streetwear Co.is yet another step in that direction. This synergy will enable us to connect with the burgeoning street community of India, aiding us in our continual effort of creating and nurturing culture. The safety of our stakeholders is a top priority for us and with the pandemic-induced challenges, we have also introduced masks that are fashion-forward in aesthetic, but are extremely essential to cope with the current situation.”
The essence of the pieces is rooted in Budweiser Experiences’ core narrative — ‘Be A King’ that bolsters individuals to seize their opportunity to shine, irrespective of any barriers that come their way. Fostering this very belief, the collection is available for purchase by all genders and sporting a unisex appeal and versatile silhouettes, it allows consumers to style their ensemble in myriad ways basis their personal preference.
Ayyappan Rajagopal, Head of Business, Myntra, said, “We are extremely delighted to launch Budweiser Streetwear Co. on our platform, coming as it does, ahead of our flagship End of Reason Sale, EORS, the biggest fashion carnival in the country. Budweiser’s theme and attitude resonates well with our young and discerning customer base. Streetwear is an important aspect of pop culture and we stand testimony to the growing affinity towards the category, which is evident with the steep rise in demand in recent times. With masks being an every-day essential, our repertoire of trendy, comfortable and functional masks, now boasts of an additional and striking collection from Budweiser. Myntra’s large user base and reach offers the perfect launch pad for Budweiser Streetwear Co. to establish itself in the hearts of aficionados across the country.”
The Budweiser Streetwear Co. collection available on Myntra will ensure consumers witness the seamless amalgamation of the nuances of the Indian Street and the essence of the brand.
The collection can now be purchased on the Myntra App or on https://www.myntra.com/budweiser with updated pieces available every season!
Anheuser-Busch InBev is a publicly traded company based in Leuven, Belgium, with secondary listings on the Mexico and South Africa stock exchanges and with American Depositary Receipts on the New York Stock Exchange. Their dream is to bring people together for a better world. Beer, the original social network, has been bringing people together for thousands of years. They are committed to building great brands that stand the test of time and to brewing the best beers using the finest natural ingredients. Its diverse portfolio has well over 500 beer brands.