Heineken continues the ninth year of the highly-coveted #Heineken100 program by releasing the “Green Collar” capsule collection in partnership with influential Los Angeles-based retailer Union on December 1. The collection will also be available at the recently opened Union Tokyo store and will feature two additional Tokyo exclusive pieces.
Made with Japanese quality construction, the fall 2018 #Heineken100 collection is designed to provide contemporary creatives with perfected workwear at the intersection of style and utility. With six-pieces, 16 colorways and over 100 product combinations, the #Heineken100 collection retails between $55 and $380.
“Heineken and Union share consumers that are hardworking, creatively inclined, and are masters of a lifestyle of their own making,” said Raul Esquer, brand director at Heineken USA. “The #Heineken100 program is dedicated to providing these consumers with premium products to reflect that lifestyle. With their eye for unique, timely and ultra-wearable pieces, Union is the perfect partner and the next evolution of the program as the high fashion meets streetwear capsule collection provides much needed products for our global creatives to wear daily.”
“As former creative director for #Heineken100 program, I understand the importance of the Heineken ‘Open Your World’ motto as Union has helped to create a runway for many Japanese streetwear brands to have a marketplace in the U.S.,” added Chris Gibbs, owner of Union. “So, I’m so excited to once again partner with Heineken for this year’s program to bring a collection of stylish, well-crafted wardrobe staples to the closet of creatives throughout the world.”
The release marks the brand’s second product collaboration of the year following its partnership with Italian sportswear brand Kappa to commemorate the world’s largest soccer tournament this past summer.