Ten Dutch Brands Tackling Collaborative Marketing


For the past 9 years, the world-renowned Dutch brewery has been running the Heineken 100 program,

partnering with high-end brands creating men’s luxury products. They have previously worked with names like Public School, Garrett Leight, Union Los Angeles, and Neighborhood Japan. This year, they partnered with sportswear brand Kappa USA, and the results of their collaboration can be seen across Instagram under the hashtag #Heineken100.


De Bijenkorf

Luxury department store De Bijenkorf, based in The Netherlands, partnered last year with fine jewelry startup House of Eleonore.

Promoting their collaboration were fashion influencers Joella Wassink and Just Like Sushi, with special appearances by Yara Michels. The influencers took to their platforms to promote House of Eleonore’s ethically-sourced, non-mined diamond jewelry during the collaboration with De Bijenkorf.


Ace & Tate

Young Amsterdam-based eyewear band Ace & Tate has based their company on the idea of experimenting with personal self-expression.

Their ‘me myself & i’ campaign, created in collaboration between WE ARE Pi and its own in-house teams, focuses on the unique identities of six different people in order to “humanize” the brand. They are also currently working with Ashley Williams London on a new collection.


Vedder & Vedder

Established by identical twin sis ters Anne and Esther Vedder,

this jewelry brand allows clients to add a personalised touch to their purchases and will inscribe messages or names onto an individual item. They take a casual, baked-in approach to influencer marketing by using photos of fashionable Instagrammers like Kae Sutherland to represent their products.



Dutch menswear brand Suitsupply also takes an organic approach to influencer marketing

by peppering its Instagram feed with celebrities and influencers sporting their products. Diddy is currently at the top of the feed, followed by style influencers Jeff Lack, Simon Lohmeyer, and Maximilian Arnold.


The Vegetarian Butcher

The Vegetarian Butcher, a vegan meat company based in the Netherlands,

has partnered with popular Dutch brand Mora to extend its plant-based offerings to the masses. Despite Mora’s notoriety as a frozen meat product brand, the partnership has promised at least three plant-based meat products, including a pulled pork croquette, a Bitterballen, and a Kipkorn, all with vegetarian meat.


Royal Dutch Shell

The Netherlands’ most successful brand, Shell, has launched several initiatives

aimed at promoting energy ideas and encouraging young engineers. Their Make The Future campaign featured five artists: Jennifer Hudson, Yemi Alade, Luan Santana, Monali Thakur, and Pixie Lott.


Imps & Elfs

Children’s apparel brand Imps & Elfs has done a few collaborations, including one with denim maker ISKO.

More recently, they have partnered with travel and lifestyle blogger Maartje of Barts Boekje. Maartje appears on the brand’s Instagram with her son Vito to talk about her favorite Imps & Elfs outfits for him.


G-Star RAW

Dutch mega denim brand G-Star has seen rapid international expansion after Pharell Williams acquired part of it in 2016.

The brand has engaged in numerous partnerships since then, most notably a recent partnership with Jaden Smith on a sustainable line of denim.


Daily Paper

Dutch brand Daily Paper partnered with PUMA for a collection that brings streetwear and athletic gear together,

all under Daily Paper’s signature African-inspired aesthetic. The partnership produced a range of football shirts, track tops and joggers in vibrant patterns and colour palettes that pay homage to PUMA’s partner nations in Africa: Ghana, Cameroon and the Ivory Coast.



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