NEW YORK, Nov. 13, 2014 /PRNewswire/ -- Heineken®, the world's leading international brewer, today launched a collaborative poncho/shirt hybrid with Los Angeles based fashion brand RTH as part of the 2014 #Heineken100 program. Now in its fifth year, the #Heineken100 program partners with imaginative designers to create a series of coveted custom lifestyle products, not available at retail, and shares them with 100 influential tastemakers across the nation. Designed in partnership with #Heineken100 Creative Director and Union Los Angeles owner Chris Gibbs, the RTH "ponchirt" marks the second of three premium collaborations Heineken will release in 2014.
"As a growing brand, we are proud to be partnering with two icons, Chris Gibbs and Heineken," said Rene Holguin, founder of RTH. "The ponchirt embodies the spirit of our brand and we're excited to be sharing it with these global tastemakers."
Under Gibbs' direction, RTH designed the ponchirt as a cold-weather version of its signature top, with military-grade nylon quilted in a classic diamond design. The lining is a traditional rayon blend ombre plaid and the side zippers are a tribute to Heineken's signature colors, while the pulls represent RTH's leather origins. The hood is detachable with a button and bungee fastener.
"It's amazing to see this creation come to life and I was inspired by Rene's unique style," said Chris Gibbs. "While this ponchirt is unlike anything within their current portfolio, we were able to capture the aesthetic of RTH in combination with the essence of Heineken."
"We chose to partner with RTH because their timeless, handcrafted designs embody the spirit of the Heineken brand," said Quinn Kilbury, Heineken Senior Brand Director. "The distinctive character and ingenuity that RTH and Chris Gibbs brought to this piece mirrors the quality and care we bring to Heineken beer."
The 2014 #Heineken100 program kicked off last month with a city tote by premium leather goods brand Parabellum, and will culminate in December with a pair of acetate sunglasses from Garrett Leight California Optical. All three products were designed in each label's respective ateliers in Los Angeles and will not be offered at retail to consumers. Previous collaborative products for the program include: Mark McNairy saddle shoes, a Public School-designed duffel bag, NEIGHBORHOOD selvedge denim jeans and a KILLSPENCER daypack, among others.
To learn more about the RTH partnership with Heineken and the #Heineken100 program, visit Heineken USA's YouTube page: https://www.youtube.com/watch?v=AEFrvl9pUDY
About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, 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, Desperados, 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 Union Los Angeles
Since Union opened its doors in New York in 1989, the shop has become the stuff of retail legend. The Los Angeles chapter, the only remaining door, continues this history by constantly pushing forward and paving a new direction for top tier retail in the US today. The concept is simple; walk the line between fashion and function, develop relationships with brands, bring exclusivity, knowledge and a great product assortment to customers.
Established by Rene Holguin, RTH is rooted in the idea that a classic and functional aesthetic has global understanding and universal appeal. Inspired by the global truths of indigenous cultures, RTH creates an embracing environment for all to feel welcome. Based in Los Angeles, the shops offer a range of RTH leather goods and apparel along with customized vintage and curated items, most of which are produced in the back studio. RTH believes that craftsmanship and quality are timeless, a philosophy that was instilled in Rene at a young age by his father, Rene Sr., founder of Laramie Boot Co. He carried this approach throughout his career, which included stints at Ralph Lauren, J.Crew, Lucky Brand, and Levi's. For more information, visit rthshop.com.