#Heineken100 program

Heineken and Union LA debut limited-edition sports coat.

The Luxonomist. 13/10/2015

Heineken USA launched an exclusive reverse-weave sports coat in partnership with legendary retail hotspot Union Los Angeles as part of the 2015 #Heineken100 program. Designed by Union Los Angeles Founder Chris Gibbs, the unstructured blazer marks the second of this year’s five collaborations created with local stores around the U.S. The one-of-a-kind product incorporates Japanese jersey with a special coated backing, and will be unveiled tonight at a VIP event at the Union LA store, where five attendees will have the opportunity to take home the one-of-a-kind item.

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Heineken and Union LA debut limited-edition sports coat for #Heineken100 program.

Now in its sixth year, the #Heineken100 program, which celebrates the brand’s hyper-influential consumers with custom collaborative products, is teaming up with legendary men’s fashion stores in five of its consumers’ favorite U.S. cities.

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Heineken and Union LA debut limited-edition sports coat for #Heineken100 program.

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.

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Heineken and Union LA debut limited-edition sports coat for #Heineken100 program.

«I am thrilled to be participating in this year’s expanded #Heineken100 program,» said Chris Gibbs, Union’s founder. «My garment incorporates this year’s unifying jersey knit fabric by marrying the casual sensibilities of traditional American sportswear fleece with a more sophisticated blazer feel that is perfectly suited to the metropolitan man.»

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Heineken and Union LA debut limited-edition sports coat for #Heineken100 program.

For the first time ever, in addition to custom goods, the program includes the #Heineken100 City Guide and local events 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 five culturally connected partners.

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Heineken and Union LA debut limited-edition sports coat for #Heineken100 program.

«This is our fourth year working with Chris Gibbs on the program,» said Ralph Rijks, Senior Vice President, Heineken. «As former Creative Director of the #Heineken100, Chris was able to perfectly capture the aspirational essence of the program in combination with his unique style.»

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Heineken and Union LA debut limited-edition sports coat for #Heineken100 program.

The first product, a custom basics set designed by legendary street-wear shop KITH NYC’s founder Ronnie Fieg, dropped in August. The next collaboration will launch in October with a VIP event at RSVP Gallery in Chicago, followed by Alchemist in November. Boston’s Concepts will round out this year’s collection with the launch of its piece in December.

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