Heineken, the world’s leading international brewer, launches its coveted “#Heineken100” initiative, an exclusive product collaboration and seeding program that celebrates Heineken’s uber-influential consumers. This year’s program marks the third in partnership with Chris Gibbs, owner of pioneering retail outpost Union Los Angeles.
In its fifth year, the 2014 program will be elevated to new heights, with three new brand partners: premium leather goods brand Parabellum; high-end eyewear label Garrett Leight California Optical; and RTH, a purveyor of re-engineered American surplus apparel, handcrafted housewares, leather portage and Native American jewelry.
“Chris Gibbs has an uncanny ability to identify the right brand partners for the ‘#Heineken100’ program. These collaborators not only embody Heineken’s aspirational and metropolitan essence, but are on the cusp of becoming innovators in their industries,” said Belen Pamukoff, Brand Director of Marketing, Heineken. “Our creative partnership will provide a unique offering within the men’s lifestyle and accessory sphere, that is unmatched by any other.”
Each partner brand will conceive an exclusive product outside their wheelhouse, and one that will not be offered at retail to consumers. All three products were designed in each label’s respective ateliers in Los Angeles.
The program kicks off this month with a canvas tote by Parabellum, supplier of premium bison leather accessories. The brand is renowned for its meticulously crafted hand-cut products; no two are exactly alike and each item is numbered for identification and authenticity. Additionally, the bag will be the brand’s first canvas offering.
The “#Heineken100” tote will feature a front pocket and handles made from Parabellum’s signature bison leather, coupled with black ceramic rivets. It will also include an internal patch pocket containing a Trackr chip: a wireless, quarter-sized tracking device that utilizes a mobile app for users to easily locate lost items – an essential for the well-traveled members of the “Heineken100” network.
“For this year’s program, Heineken and I wanted designers to transcend their personal boundaries creatively,” Chris Gibbs said. “Each designer is pushing their limits to create products that utilize their signature silhouettes, but are unlike anything within their current portfolio.”
Launching in November for the program’s second installation, RTH will create a “ponchirt,” a poncho/shirt hybrid. The “#Heineken100” “ponchirt” will be RTH’s first, featuring quilted nylon. The program will culminate in December with a pair of acetate sunglasses from Garrett Leight California Optical, complete with a dark grey crystal frame and green lenses. The style represents the designer’s first effort using a zero base flat lens, which will be included in the product assortment after the Heineken collaboration debuts.
In its fifth year, the “#Heineken100” program identifies and celebrates various tastemakers across the nation who represent Heineken’s well-traveled and influential consumer.
Previous collaborative products for the program include: Mark McNairy saddle shoes, a Public School-designed duffel bag, Neighborhood selvedge denim jeans, Eric Haze artwork, a Killspencer daypack and more.