Heineken And Boston's Concepts Debut Motorcycle Jacket For "#heineken100" Program

Premium Brewer Partnering with Local Retailers on Exclusive Goods and Local Initiatives

Dec 10, 2015, 12:31 ET from HEINEKEN USA Inc.

NEW YORK, Dec. 10, 2015 /PRNewswire/ -- HEINEKEN USA® today unveils a specially designed Vanson motorcycle jacket in partnership with Boston-based boutique Concepts, marking the last of five premium collaborations Heineken will launch in 2015. The outerwear piece will make its debut at a celebration at Concepts' Harvard Square location tonight, and five attendees will have the opportunity to receive the custom item.

For its sixth year, the #Heineken100 program teamed up with legendary men's fashion stores in five of its fans' favorite U.S. cities. These included Concepts in Boston, KITH in New York City, Union in Los Angeles, RSVP Gallery in Chicago and Alchemist in Miami. Each partner crafted a unique set of just 100 products that were unveiled at launch events and seeded to 100 national influencers.

"We wanted to create a piece that captures metropolitan style, while pushing the envelope on the 2015 program's jersey knit theme," said Concepts General Manager Deon Point. "We worked with Heineken and Vanson to produce a distinctive motorcycle jacket in grey fleece that incorporates Heineken-green lining."

For the first time ever, in addition to custom goods, the program includes the #Heineken100 City Guide and local events in each of the five markets, for ages 21 and over. Created by the #Heineken100 retailers and Highsnobiety, the #Heineken100 City Guide highlights the favorite locales of its five culturally connected partners.

"This year's #Heineken100 program has been more successful than ever before, and has allowed Heineken to connect with stylish beer drinkers on a local level via both the custom goods and the City Guide," said Heineken USA Brand Manager Raul Esquer. "We're proud to close this year's #Heineken100 program on a high note with such a visionary Boston tastemaker."

Watch the #Heineken100 hashtag for more information.  


HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International NV, 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, 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 Concepts

Concepts was established in 1996 in the heart of Harvard Square in Cambridge, Massachusetts, as one of the first shops to cater to the lifestyle consumer (footwear, menswear, sportswear, actions sports, premium denim and outerwear). Concepts is considered a founding father in retail, having lay down the blueprint to a market that has become the foundation of premium retailers around the world. On the eve of their 20th anniversary, Concepts usher's in Concepts International, extending the brand's history and heritage onto a global platform. Encompassing more than just retail, Concepts International fosters design, creativity, brand marketing, and more at a pinnacle level.  Concepts International provides a premium online shopping experience, catering to customers with an accessible way to purchase Concepts most exclusive projects. 

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