Launched in February 2024, the Heineken® 650ml returnable STAR Bottle has since ignited a series of changes on the brand’s sustainability journey. Heineken South Africa has come up with the very forward-thinking sustainable project Waste to Wear as part of their Fields Green with Grass, Not Glass initiative.
In partnership with Sonic State Experiential and local designers Deji Dada & Matthew Edwards, Heineken presented a collection of limited-edition wearable and homeware items made from recycled bottles. The result of this collaboration is a stylish collection of 3000 rings, 3000 medallions, dinner sets, and a hops-inspired pendant light—all created from 800 kgs of recycled glass.
This campaign comes out of the launch of the Green Zone Project, meant to tackle both the environmental impact and urban aesthetics by creating so-called “hotspots” where people can return their new 650ml returnable bottles. Heineken aims to reduce waste with the current five green zones being established in Cape Town, Johannesburg, Pretoria, and Durban.
For this project, South African designers Dada and Edwards collaborated with Ngwenya Glass, a renowned factory near Mbabane in Eswatini, in order to create artisanal glass products with innovative designs.
The project has become a Bronze winner at the New York Festivals Advertising Awards 2024, highlighting South African design and recognizing the initiative’s success on a global stage.
The Waste to Wear project is not only an inspiring initiative but also an important take on addressing environmental issues and taking accountability to better local communities. It further highlights the importance of sustainable design creating meaningful products and igniting innovation in fashion techniques.
