Heineken, the world’s leading international brewer, launched a collaborative poncho/shirt hybrid with Los Angeles based fashion brand RTH as part of the 2014 #Heineken100 program. Now in its fifth year, the #Heineken100 program partners with imaginative designers to create a series of coveted custom lifestyle products, not available at retail, and shares them with 100 influential tastemakers across the nation. Designed in partnership with #Heineken100 Creative Director and Union Los Angeles owner Chris Gibbs, the RTH “ponchirt” marks the second of three premium collaborations Heineken will release in 2014.
“As a growing brand, we are proud to be partnering with two icons, Chris Gibbs and Heineken,” said Rene Holguin, founder of RTH. “The ponchirt embodies the spirit of our brand and we’re excited to be sharing it with these global tastemakers.”
Under Gibbs’ direction, RTH designed the ponchirt as a cold-weather version of its signature top, with military-grade nylon quilted in a classic diamond design. The lining is a traditional rayon blend ombre plaid and the side zippers are a tribute to Heineken’s signature colors, while the pulls represent RTH’s leather origins. The hood is detachable with a button and bungee fastener.
“It’s amazing to see this creation come to life and I was inspired by Rene’s unique style,” said Chris Gibbs. “While this ponchirt is unlike anything within their current portfolio, we were able to capture the aesthetic of RTH in combination with the essence of Heineken.”
“We chose to partner with RTH because their timeless, handcrafted designs embody the spirit of the Heineken brand,” said Quinn Kilbury, Heineken Senior Brand Director. “The distinctive character and ingenuity that RTH and Chris Gibbs brought to this piece mirrors the quality and care we bring to Heineken beer.”
The 2014 #Heineken100 program kicked off last month with a city tote by premium leather goods brand Parabellum, and will culminate in December with a pair of acetate sunglasses from Garrett Leight California Optical. All three products were designed in each label’s respective ateliers in Los Angeles and will not be offered at retail to consumers. Previous collaborative products for the program include: Mark McNairy saddle shoes, a Public School-designed duffel bag, Neighborhood selvedge denim jeans and a Killspencer daypack, among others.