Premium Brewer Partnering with Local Retailers In Five Cities on Custom Products and Local Initiatives
HEINEKEN USA(® )today launched the first of its five 2015 #Heineken100 product collaborations with legendary streetwear brand KITH NYC. The ultra-limited offering, designed by KITH Founder Ronnie Fieg, features a custom basics set, nodding to the brand’s much-heralded legacy of providing sleek and comfortable menswear garments. Inspired by the 2015 #Heineken100 program’s theme of jersey knit, the collection features a sweatshirt, sweatpants and t-shirt. It will be unveiled tonight at a VIP event at the KITH store, where five attendees will have the opportunity to take home the one-of-a-kind assortment.
Now in its sixth year, the #Heineken100 program, which celebrates the brand’s hyper-influential consumers with custom collaborative products, is partnering with legendary men’s fashion outposts in five of its consumers’ favorite U.S. cities. These include KITH in New York City, Union in Los Angeles, Alchemist in Miami, RSVP Gallery in Chicago, and Concepts in Boston. Each partner is creating a custom product that will be unveiled at a VIP launch event and seeded to 100 national influencers.
“The Heineken and KITH consumer are similar in their value sets. Both value a premium experience,” said Ronnie Fieg, KITH’s founder. “It’s something that KITH embodies, as well as the other partners in this year’s program. It’s exciting that Heineken recognizes that.”
For the first time ever, in addition to custom goods, the program has expanded to include a #Heineken100 City Guide, along with local activations in each of the five markets, for ages 21 and over. Created by the #Heineken100 retailers and HighSnobiety, the #Heineken100 City Guide highlights the favorite locales of its culturally connected partners.
“We are partnering with KITH because their vision embodies the New York City man,” said Ralph Rijks, Senior Vice President, Heineken. “Ronnie Fieg has moved from one of the influencers on our #Heineken100 list to an active participant in the program and we couldn’t be more thrilled to welcome him to our esteemed network of designers.”
The next product collaboration is set to drop in September with a launch event at Union in Los Angeles. RSVP Gallery in Chicago will follow in October, followed by Alchemist in November. Boston’s Concepts will round out this year’s collection with the launch of its collaborative product in December.
Watch the #Heineken100 hashtag for more information.