Last night the city of dreamers welcomed a new partnership between Heineken and legendary streetwear brand KITH NYC. As part of the premium brewery’s influential #HEINEKEN100 program, which is currently celebrating six years, the company tapped five iconic men’s concept retailers across five vibrant cities to participate in a series of ultra-limited edition collaborations. The cities, New York, Los Angeles, Miami, Boston and Chicago, all house unique shopping outposts that Heineken’s discerning consumer base relies on to sate their appetite for contemporary and urbane menswear.
Staying true to the old adage “if you can make it in New York, you can make it anywhere,” Heineken kicked off the collaborative effort in the Big Apple where KITH founder Ronnie Fieg and a host of influencers and friends of the brand celebrated the launch of the products at a special VIP event held in KITH’s flagship store.
This first of five collaborations was inspired by jersey knit fabric. Fieg interpreted the concept in the most literal sense possible, unveiling a sweatshirt, sweatpants, and a T-shirt, all constructed from hardwearing yet soft and comfortable knit fabrics. “The Heineken and KITH consumer are similar in their value sets,” Fieg explained when asked about his design perspective for the partnership, “both value a premium experience which is something that KITH embodies, as well as the other partners.”
In the following months other partners in other cities will follow Fieg’s example and host special launch events where their custom products will be unveiled. The products will then be seeded to 100 influencers, all of whom reflect the culture and ethos of the #Heineken100 initiative. For those attending the events, there will be special opportunities for five guests to take home the one-of-a-kind products from the assortment.
Los Angeles natives should look out for the next event, which will take place at Union in September. For now, you can see pictures of last night’s celebrations and keep up-to-date on new developments by searching the #Heineken100 hashtag.
