HEINEKEN PARTNERS WITH FIVE RETAILERS FOR COLLAB SERIES

Beer maker Heineken USA is working with five influential, independent men’s boutiques for this year’s #Heineken100 product collaboration series, which includes custom products that are seeded to 100 national tastemakers.

The first of the five product launches will be unveiled tonight at Kith NYC in Manhattan’s NoHo neighborhood.  The offering was created by store founder Ronnie Fieg and is a custom basics set in jersey knit that features a sweatshirt, sweatpants and a T-shirt. Five attendees at the launch party will win said outfit this evening.

The #Heineken100 program is now in its sixth year. In addition to Kith, participating retailers will include Union in Los Angeles, Alchemist in Miami, RSVP Gallery in Chicago and Concepts in Boston. Each store will create custom product that will be unveiled at an onsite VIP launch event.

The next product drop will happen in September at Union, followed by RSVP Gallery in October, Alchemist in November and Concepts in December.