HEINEKEN Announces 2014 "#HEINEKEN100" Program

NEW YORK, Oct. 16, 2014 /PRNewswire/ -- Heineken®, the world's leading international brewer, launches its coveted "#Heineken100" initiative, an exclusive product collaboration and seeding program that celebrates Heineken's uber-influential consumers. This year's program marks the third in partnership with Chris Gibbs, owner of pioneering retail outpost Union Los Angeles. In its fifth year, the 2014 program will be elevated to new heights, with three new brand partners: premium leather goods brand Parabellum; high-end eyewear label Garrett Leight California Optical; and RTH, a purveyor of re-engineered American surplus apparel, handcrafted housewares, leather portage and Native American jewelry.

"Chris Gibbs has an uncanny ability to identify the right brand partners for the '#Heineken100' program. These collaborators not only embody Heineken's aspirational and metropolitan essence, but are on the cusp of becoming innovators in their industries," said Belen Pamukoff, Brand Director of Marketing, HEINEKEN. "Our creative partnership will provide a unique offering within the men's lifestyle and accessory sphere, that is unmatched by any other."

Each partner brand will conceive an exclusive product outside their wheelhouse, and one that will not be offered at retail to consumers. All three products were designed in each label's respective ateliers in Los Angeles.

The program kicks off this month with a canvas tote by Parabellum, supplier of premium bison leather accessories. The brand is renowned for its meticulously crafted hand-cut products; no two are exactly alike and each item is numbered for identification and authenticity. Additionally, the bag will be the brand's first canvas offering. The "#Heineken100" tote will feature a front pocket and handles made from Parabellum's signature bison leather, coupled with black ceramic rivets. It will also include an internal patch pocket containing a Trackr chip: a wireless, quarter-sized tracking device that utilizes a mobile app for users to easily locate lost items – an essential for the well-traveled members of the "Heineken100" network.

"For this year's program, Heineken and I wanted designers to transcend their personal boundaries creatively," Chris Gibbs said. "Each designer is pushing their limits to create products that utilize their signature silhouettes, but are unlike anything within their current portfolio." 

Launching in November for the program's second installation, RTH will create a "ponchirt," a poncho/shirt hybrid. The "#Heineken100" "ponchirt" will be RTH's first, featuring quilted nylon. The program will culminate in December with a pair of acetate sunglasses from Garrett Leight California Optical, complete with a dark grey crystal frame and green lenses. The style represents the designer's first effort using a zero base flat lens, which will be included in the product assortment after the Heineken collaboration debuts.

To learn more about Parabellum's partnership with Heineken and the "Heineken100" program, visit Heineken USA's YouTube page: http://www.youtube.com/watch?v=FJ4OMvvPVq4&feature=youtu.be.

In its fifth year, the "#Heineken100" program identifies and celebrates various tastemakers across the nation who represent Heineken's well-traveled and influential consumer. Previous collaborative products for the program include: Mark McNairy saddle shoes, a Public School-designed duffel bag, NEIGHBORHOOD selvedge denim jeans, Eric Haze artwork, a KILLSPENCER daypack and more.

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, 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 Union Los Angeles
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.

About PARABELLUM 
Parabellum is a Los Angeles-based brand known for its use of rich, deeply textured American Bison leather, technical ceramic hardware and the masterful craftsmanship evident in all of the products that come out of their Los Angeles workshop. By combining innovative design with sophisticated materials and heritage leather crafting techniques, Parabellum is redefining the nature and global reputation of American luxury. To date, the brand has collaborated with eyewear brand Oliver Peoples, atelier Blackman Cruz and bespoke automobile manufacturers ICON 4X4. For more information, visit http://parabellumcollection.com/.

About GARRETT LEIGHT CALIFORNIA OPTICAL 
Born and raised in California, Garrett Leight's foray into the eyewear industry was a natural one. As the son of an eyewear designer, Leight began his career at storied label Oliver Peoples and opened his own independent eyewear boutique in 2009 in Venice, CA. Shortly after, Leight launched his namesake collection that featured hand-finished acetate and metal frames. Since then, Leight has produced quality eyewear in Japan, China, France, Italy and the US, and has collaborated with famed designers such as Mark McNairy and Paris-based Theirry Lasry. Garrett Leight California Optical is sold in 35 countries and can be found at fine retailers such as Colette, Barney's New York, Opening Ceremony, Bergdorf Goodman and Beams Japan. For more information, visit www.garrettleight.com.

About RTH 
Established by Rene Holguin, RTH is rooted in the idea that a classic and functional aesthetic has global understanding and universal appeal. Inspired by the global truths of indigenous cultures, RTH creates an embracing environment for all to feel welcome. Based in Los Angeles, the shops offer a range of RTH leather goods and apparel along with customized vintage and curated items, most of which are produced in the back studio. RTH believes that craftsmanship and quality are timeless, a philosophy that was instilled in Rene at a young age by his father, Rene Sr., founder of Laramie Boot Co. He carried this approach throughout his career, which included stints at Ralph Lauren, J.Crew, Lucky Brand, and Levi's. For more information,visit rthshop.com.

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SOURCE HEINEKEN USA Inc.

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