Heineken®, the world’s most international brewer, today debuted 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,” said 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,” said #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 #Heieneken100 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, ” said 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.
Chris Gibbs and NEIGHBORHOOD discussing the #Heineken100 partnership
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.
Founded in 1994, NEIGHBORHOOD is the brainchild of Shinsuke Takizawa. Inspired by his love for motorcycles and the surrounding counterculture, Takizawa launched the brand in Harajuku, Tokyo. Fusing elements of contemporary Americana with classic biker culture, NEIGHBORHOOD’s basics have become highly coveted across the globe. NEIGHBORHOOD is currently available at its namesake doors in Harajuku and Shibuya, and exclusively at HOODS locations in Japan, Hong Kong, Beijing and other specialty shops. For more information about the brand, visit http://www.neighborhood.jp.
About Union LA
Since Union opened its doors in New York in 1989, the shop has become the stuff of retail legend. The Los Angeles chapter, the only remaining door, continues this history by constantly pushing forward and paving a new direction for top tier retail in the US today. The concept is simple; walk the line between fashion and function, develop relationships with brands, bring exclusivity, knowledge and a great product assortment to customers. The store announces a website revamp featuring e-commerce that will bring its vision and product assortment to customers everywhere beginning October 15, 2010 at www.unionlosangeles.com.