International brewer Heineken has launched its fifth annual #Heineken100 initiative featuring a number of exclusive product collaborations.
The 2014 program will include 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. For the third year, Chris Gibbs, owner of retail outpost Union Los Angeles, is organizing the patnerships.
“Chris Gibbs has an uncanny ability to identify the right brand partners for the #Heineken100 program," says Belen Pamukoff, brand director of marketing, Heineken. "These collaborators not only embody Heineken's aspirational and metropolitan essence, but are on the cusp of becoming innovators in their industries. 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; in November, RTH will debut a "ponchirt," a poncho/shirt hybrid; and Garrett Leight California Optical will unveil a pair of acetate sunglasses in December.
"For this year's program, Heineken and I wanted designers to transcend their personal boundaries creatively," says Gibbs. "Each designer is pushing their limits to create products that utilize their signature silhouettes, but are unlike anything within their current portfolio."