Heineken, the world's most international brewer, debuts their exclusive denim collaboration with Japanese brand NEIGHBORHOOD for the #Heineken100 program, an exclusive seeding program that celebrates Heineken's "Man of the World."
Overseen by #Heineken100 Creative Director Chris Gibbs (owner of West Coast shop UNION Los Angeles), the indigo denim, rigid narrow jeans include exclusive Heineken green cross-stitching, a custom green leather label, and Heineken-printed label with personalized packaging.
"Similar to Heineken, NEIGHBORHOOD is an international brand that truly believes in providing consumers quality, and is at the forefront of strategic lifestyle partnerships," says Belen Pamukoff, brand director of marketing, HEINEKEN USA. "NEIGHBORHOOD's dedication to this collaborative project has provided the #Heineken100 program a unique offering like no other."
"When working with Heineken on the partnership for this year's program, NEIGHBORHOOD was one of the first brands that came to mind thanks to their signature denim collection, " says #Heineken100 creative director Chris Gibbs. "Both Heineken and I wanted to expand the horizon of this year's products, and also work with a brand that had international reach but selective distribution."
Announced earlier this year as the creative director for the 2013 #Heineken100 program, this is the third partnership under Gibbs' direction. Prior to the debut of the #Heineken100 X NEIGHBORHOOD denim the brand also released their joint KILLSPENCER backpack in October, and two collaborative chukka boots in September 2013 with acclaimed designer Mark McNairy. Heineken plans to debut their final #Heineken100 collaborative project with iconic artist Eric Haze during the Art Basel Miami Beach fair in December 2013.
"For this project, I wanted to use contrasting stitch colors to evoke different emotions-especially Heineken's signature green," says NEIGHBORHOOD designer, Shinsuke Takizawa. "I am proud to share a product that not only showcases the brand quality, but also highlights a part of my culture with a niche audience that genuinely appreciates it."
In its fourth year, the #Heineken100 influencer program identifies and celebrates various tastemakers across the nation that represent Heineken's "Man of the World." The collaborative products are exclusively available to the 100 individuals on the #Heineken100 list. Previous collaborations include: Mark McNairy saddle shoes, a Public School camouflage duffle bag, a Tsovet watch, Android Homme sneakers, and tote bags designed by fashion duo Dee & Ricky.
Link to view video footage of Chris Gibbs and NEIGHBORHOOD discussing the #Heineken100 partnership: https://vimeo.com/74398602
Source: HEINEKEN USA Inc.