Dos Equis, a Heineken USA brand, has teamed up with streetwear and lifestyle collective Mexico is the S**t.
The partnership will see Dos Equis launch a series of pop-up shops and special events curated by the MITS team that will spotlight emerging Mexican talent across streetwear, visual art and music. A special-edition co-branded drink can will be available in 2019.
The phrase “Mexico is the S**t” originally appeared on a jacket created by the streetwear and lifestyle brand that went viral. The jacket was created as an ode to Mexicans–and soon became a movement with the core mission to celebrate Mexican culture.
To support the partnership, Mexico is the S**t and Dos Equis hosted an event on Sept. 15, Mexican Independence Day, at Remezcla House in Brooklyn.