US-Italian lifestyle brand Tokidoki has started a new collaboration with Japanese beer brand Asahi. Tokidoki designed a limited edition t-shirt that interprets the beer's own image according to the Japanese-inspired graphics of the Tokidoki brand.

The t-shirt won't be sold in stores, but will be available through a series of initiatives in Italy and via internet within online competitions, fashion blogs, websites and special events. The first one was held in Milan in mid-July. More initiatives will follow throughout the major holiday season at seaside locations of the Italian Peninsula.

Tokidoki is familiar with co-marketing initiatives and partnerships. In the past, it collaborated with le Sportsac, Mercedes Benz, Fornarina, New Era, Skull Candy, Marvel, Onitsuka Tiger, Sanrio and K by Karl Lagerfeld. The brand is sold through own stores in Milan, Los Angeles and Santa Monica.