Heineken is dispelling the notion that beer drinkers are sartorial slobs with its 2015 #Heineken100 program, a series of product collaborations with five men’s fashion outposts in five different cities. Heineken’s first collaboration with the streetwear brand Kith NYC launched on August 12.
The collaboration includes an ultra-limited custom basics set, with a sweatshirt, sweatpants and T-shirt, designed by Kith Founder Ronnie Fieg. The jersey knit set smacks of Kith’s legacy of providing sleek and comfortable garments. The Kith collaboration was unveiled at a VIP event at the Kith store, where five attendees had the opportunity to take a set home.
“The Heineken and Kith consumer are similar in their value sets. Both value a premium experience,” Fieg said. “It’s something that Kith embodies, as well as the other partners in this year’s program. It’s exciting that Heineken recognizes that,” he added.
Other participating retailers include, Union in Los Angeles, Alchemist in Miami, RSVP Gallery in Chicago and Concepts in Boston. Each partner will create a custom product that will be unveiled at a VIP launch event and seeded to 100 national influencers.
For the first year, the program has expanded to include a #Heineken100 City Guide in each of the five markets created by the #Heineken100 retailers and HighSnobiety, highlighting the retailers favorite locales.
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 and then Alchemist in November. Boston’s Concepts will round out this year’s collection with the launch of its collaborative product in December.