Heineken USA recently 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 programs theme of jersey knit, the collection features a sweatshirt, sweatpants and T-shirt. These garments were revealed at an exclusive VIP event at the KITH store, where a lucky attendee had the opportunity to take home the one-of-a-kind assortment.
Now, in its sixth year,the #Heineken100 program, which celebrates the brands hyper-influential consumers with custom collaborative products, is partnering with legendary mens 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.
For the first time ever, in addition to custom goods, the program has expanded to include a #Heinekin100 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.
Watch the #Heineken100 hashtag on social media for more information.
