HEINEKEN laughs off Italian misspellings with MSGM in fashion collaboration

When life gives you lemons, you make lemonade. When Italians give you "Ainechen," you make a fashion line. In a playful nod to the Italian mispronunciation of their brand name, Heineken has teamed up with fashion house MSGM to create a 150-piece capsule collection.

This sartorial twist is part of the beer brand's 150th-anniversary celebrations. The collection features jersey polo shirts and tank tops bearing the signature MSGM x Heineken and “Ainechen” labels. So next time you mispronounce a word, remember that you might just be creating a future fashion trend.