Hypebeast and Michelob ULTRA Team Up on Retrospective 20th Anniversary Drop

In celebration of two decades of shaping contemporary culture, Hypebeast has teamed up with Michelob ULTRA for a special 20th anniversary collaboration, unveiling a custom varsity jacket that merges sport, style and legacy. Founded in 2005 by Kevin Ma as a blog dedicated to weekly sneaker drops, Hypebeast has evolved into a leading voice and a cultural incubator across fashion, sports, entertainment and music. To mark this special milestone, the 2002 beer purveyor and Hypebeast have co-created an heirloom letterman garment customized with graphic elements that pay homage to both brands’ identities.

The jacket’s striking red interior lining draws inspiration from Michelob ULTRA’s banner logo, featuring an eye-catching mantra, “Superior is worth playing for,” lettered along the hem. Meticulously designed with a structured varsity fit and a knit stand-up collar, the letter jacket is replete with hand-crafted overlays nodding to the publication’s global presence in Tokyo, Shanghai, London, Seoul, Hong Kong and New York, along with chenille patches denoting Michelob’s lasting presence in the realm of fashion and sports.

To officially unveil the collaborative drop, Hypebeast is hosting a gallery launch party at 60 White Gallery on October 22, with the exhibition opening to the public on October 23. The showcase will unveil the publication’s extensive archive of mixed-media artworks created by our community’s luminaries, as well as brand moments that have defined Hypebeast’s history as a bastion of streetwear and counterculture. A dedicated Michelob ULTRA installation will debut the jacket in tandem with team memorabilia, such as plaques, icons, flags and trophies to visually embody Hypebeast’s mission to spotlight the latest in culture.

The exhibition will also feature 20th-anniversary collaborations spanning reissues and original pieces developed in partnership with the Hypebeast label, underscoring the brand’s impact as a curator in the realm of streetwear. Limited-edition T-shirts, crewnecks, jerseys and custom merch drops will outline a generational footprint of high-profile brands and creators who’ve shared their journeys with the publication.

A retrospective walk down memory lane, Hypebeast celebrates its cultural fabric and the stories, voices and visionary minds driving our communities forward. Stay tuned to save the date and toast to two decades of influence, with the upcoming Hypebeast x Michelob ULTRA 20th anniversary kick-off.