Dos Equis Announces Partnership With Iconic Mexican Streetwear And Lifestyle Brand, "Mexico is the Shit" / .@KichinkAyuda

Dos Equis Announces Partnership With Iconic Mexican Streetwear And Lifestyle Brand, "Mexico is the Shit"

In connection with Dos Equis' recently launched 'Keep it Interesante' campaign, the beer has partnered with popular streetwear and lifestyle brand creators of the 'Mexico is the Shit' jacket.   The partnership will bring to life a series of pop-up shops and events specially curated by MITS featuring emerging Mexican talent, streetwear designers, visual artists, and music artists. The program will also come to life on social media, in sponsored content, on-premise merchandising  and with a special edition Dos Equis & 'Mexico is the Shit' can.

"The jacket was created as an ode to Mexicans around the world who are doing interesting things in their everyday lives," said Anuar Layon, Creative Director and Designer for MITS. "We appreciate this great partnership with Dos Equis as it really helps support our core mission, which is to give people a positive and interesting way to proudly celebrate our Mexican culture." 

"As we were looking for new ways to create a relationship with consumers, we realized the powerful message behind the iconic brand's personality," said Karla Flores, Dos Equis Brand Director. "As a Proud Mexican Brand, now more than ever, we want to align with partners who are making bold moves in their community, and our friends at MEXICO IS THE SHIT are doing just that." 

In celebration of the partnership and Mexican Independence Day, 'Mexico is the Shit' and Dos Equis will host a launch event on September 15 at Remezcla House in Bushwick, Brooklyn.  At the event, people will come together to celebrate Mexican talent who are representing culture in music and art - with a special mural by LA-based artist Teddy Kelly. The launch event will feature DJ performances by electro indie electronic artist Neon Indian (Texas/Mexico), famed Mexican party DJ Marcelo Cunning (New York), and DJ Chava.