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Heineken is leading the way towards a more sustainable future through its innovative Waste to Wear initiative, which launched earlier this year alongside the iconic 650ml recyclable star-shaped bottle. Waste to Wear is a groundbreaking project that transforms single-use Heineken bottles into stylish and functional items, emphasising creativity and environmental awareness.
The brand worked with Sonic State Experiential and renowned local designers Deji Dada and Matthew Edwards to repurpose 800kg of recycled glass to create an extraordinary collection that includes 3,000 rings, 3,000 medallions, custom tableware and a stunning hop-inspired chandelier – each piece has been carefully crafted to showcase the potential of recycled materials in high-end design.
Bhavna Mistry, senior brand manager at Heineken, said: “Our Heineken Waste Project embodies our commitment to marrying sustainability with fashion. By transforming discarded bottles into wearable art and home decor, we are not only reducing waste but also inspiring innovation in sustainable design.”
At the heart of this partnership is a collaboration with Ngwenya Glass, a renowned artisanal glass factory near Mbabane, Swaziland. This collaboration not only supports local craftsmanship, but also highlights the transformative power of recycling. Ngwenya Glass artisans skillfully transform recycled glass into high-quality custom products that blend environmental responsibility with innovative design.
“Our partnership with Ngwenya Glass underscores our commitment to supporting small businesses and local artisans,” added Mistry. “Through the Heineken Waste to Wear program, we are fostering economic growth and creativity in communities while promoting environmental sustainability.”
The beer brand’s initiatives extend beyond product innovation. The “Green Grass, Not Glass” campaign introduces Heineken Green Zones in major city centres. These zones are accessible and inclusive urban green spaces in neglected neighbourhoods, creating green recreational spaces through biodiversity gardens and upcycled art installations.
The first phase of the Heineken Green Zones project will see the construction of five green zones covering more than 5,000 square metres planted with native plants and grasses in Cape Town, Johannesburg, Pretoria and Durban.
- Experience these revolutionary designs first-hand at Decorex Johannesburg, where the Heineken Waste to Wear stand will showcase these cutting-edge creations from 1 to 4 August at the Sandton Convention Centre. Join us as we explore how the recycled bottle is redefining style while championing environmental responsibility and supporting local craftsmanship.
Click here to see how these goodies are made:
To learn more about these sustainability initiatives and follow our journey towards a greener future, visit https://www.heineken.com/za/en/our-products/heineken-returnable-bottle
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