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Under the Radar: Public School NYC for Heineken 100

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Diddy’s former Vice President of Marketing and Creative Director for Sean John, Dao-Yi Chow has been making some serious moves in 2012. Dao-Yi and his partner Maxwell Osborne, also a Sean John alum, have recently linked up with Heineken for their second collaboration with the brand, this time for the Heineken 100 Program. Find out more after the jump.


In case you’re not familiar, the Heineken 100 Program is an influencer and celebrity seeding program that celebrates tastemakers. Some previous collaborators have included, Ariel 7 Headphones, Android Homme Sneakers, New Era Fitted caps and recently Chow and Maxwell’s own line, Public School NY. For this particular contribution, the designers whose signature marks are immaculate cuts in menswear and leather jackets, added their classic, masculine interpretation to a closet staple, the weekend duffel.

This Public School version of the weekender features leather accents and an impressive black and navy jacquard twill, which Fashion Institute of Technology student Dao-Yi, no doubt lent his hand to. I did the research for those of us who aren’t fashion majors, and learned that jacquard weaving is a special process in which the design is woven into the fabric as opposed to the more popular method of dyed-prints. To bring even more attention to the craftsmanship of the bag, they’ve added die-cut nylon straps to basically showcase more area of the design, and so it lasts longer during heavy use.

Aside from their growing Public School brand, Dao and Max are also responsible for the more urban Black Apple line and you’ve also seen them on E! News’ Red Carpet coverage of the AMA’s, courtesy of Terrence J’s navy mohair tux, pictured here.


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