Last night, Heineken released the first installation of this year’s #Heineken100, an exclusive seeding program partnering the beer brand with fashionable retailers in five different cities to create 100 exclusive, limited-edition items only available to a select group of 100 influencers around the world.
To kick-off the 2015 program (now in its 6th year), Heineken teamed up with KITH NYC owner Ronnie Fieg to design a sleek three-piece sweatsuit. The collection features a full-zip sweatshirt, a pair of hybrid short-jogger pants and a modern t-shirt.
The collaboration follows this year’s program theme of designing gray jersey-knit home and apparel products.
Additional products will be released through the end of the year, in partnership with Union in Los Angeles, Alchemist in Miami, RSVP Gallery in Chicago and Concepts in Boston. Five lucky guests in each city will have the opportunity to win pieces from the limited-edition program.
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For the first time ever, in addition to custom goods, the program has expanded to include a #Heineken100 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. 

“We are partnering with KITH because their vision embodies the New York City man,” said Ralph Rijks, Senior Vice President, Heineken. “Ronnie Fieg has moved from one of the influencers on our #Heineken100 list to an active participant in the program and we couldn’t be more thrilled to welcome him to our esteemed network of designers.”

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, followed by Alchemist in November. Boston’s Concepts will round out this year’s collection with the launch of its collaborative product in December.

Watch the #Heineken100 hashtag for more information.  

 

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The #Heineken100 x  KITH NYC collection will be seeded to 100 select influencers from around the world (Photo Credit: Heineken). 

About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of HeinekenInternational BV, the world’s most international brewer. European brands imported into the U.S. include Heineken, the world’s most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

About Kith NYC
Ronnie Fieg is the owner and designer of Kith NYC, a retail boutique with locations in NoHo and Brooklyn. Within the past two years the brand has grown into a private sportswear label producing seasonal collections. Ronnie grew up in Queens, and has resided in the New York City area throughout his life, offering him experiences that have made his brand deeply rooted in genuine New York spirit. 

About The Author

Profile photo of Sean Rush
Publisher | Editor-In-Chief

Sean Rush is the Publisher & Editor In Chief of KISS Magazine. VP of Strategy and Branding for MODI Group.

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