Heineken Announces Final Collaboration For The 2013 #Heineken100 Program

The Platform Will Culminate with an Exclusive Work by Artist Eric Haze

Dec 10, 2013, 14:00 ET from HEINEKEN USA Inc.

NEW YORK, Dec. 10, 2013 /PRNewswire/ -- Heineken®, the world's leading international brewer, announces today the fourth and final installation of the 2013 #Heineken100 program, an exclusive seeding program that celebrates Heineken's "Man of the World." Debuting at the famous Art Basel festival in Miami, FL, the final iteration of the program features an exclusive work from storied New York-based artist Eric Haze, entitled "Keep it 100."

Overseen by #Heineken100 Creative Director Chris Gibbs (owner of West Coast shop UNION Los Angeles), "Keep It 100" will be comprised of 100 separate canvases that when pieced together create a larger art piece. The "Keep It 100" premiere at the #Heineken100 event during Art Basel was the first time the public had an opportunity to view Haze's exclusive artwork. Following its showing at Basel, the "Keep It 100" will be broken down into separate units and distributed to the 100 influencers and tastemakers that comprise the #Heineken100 seeding list.

"The year has flown by, and simply put, we're ecstatic with the results of the 2013 #Heineken100 program," said Belen Pamukoff, Brand Director of Marketing, HEINEKEN USA. "Making a splash at Basel with an artist like Haze is the perfect way for us to celebrate the program's conclusion. We're excited about offering fans a one-time-only glimpse at Haze's piece. It may seem fleeting, but the parts of the painting will live on with our #Heineken100 men of the world."

Announced earlier this year as the creative director for the 2013 #Heineken100 program, this is the fourth partnership under Gibbs' direction. Prior to the debut of the #Heineken100 X Eric Haze work, the brand also released a collaborative pair of denim with Japanese brand NEIGHBORHOOD in November, a backpack created with Los Angeles-based brand KILLSPENCER in October, and two chukka boots in September produced with acclaimed designer Mark McNairy.   

"We wanted to do something different with Haze, something that would live beyond Basel and would be special to each of our 100 recipients," said #Heineken100 Creative Director Chris Gibbs. "We're not only gifting an exclusive piece of art, but something that engenders an authentic connection between our brands and the #Heineken100."

"This artwork – and project – is intended to signify a conscious balance between art and design. It represents a true collaboration between Heineken and my own brand identity," said Eric Haze. "The focal point is a star, a key element to both Heineken and my brand's logos. It was extremely important for this project to remain authentic and true to me and my brand, especially with the release at Basel."

Haze and Gibbs were both on-site to host the event, which featured Heineken Fusions, Heineken's iconic lager infused with exquisite flavors such as chili peppers, lemongrass and mint to complement the beer's flavor. Attendees at the event were also provided a printed #Heineken100 look book, recounting the collaborations from the 2013 #Heineken100 program.

In its fourth year, the #Heineken100 influencer program identifies and celebrates various tastemakers across the nation that represent Heineken's "Man of the World." The collaborative products are available only to the 100 individuals on the #Heineken100 list. Previous collaborations include: Mark McNairy saddle shoes, a Public School camouflage duffle bag, a Tsovet watch, Android Homme sneakers, and tote bags designed by fashion duo Dee & Ricky.

Exclusive video footage of Chris Gibbs and Eric Haze discussing the #Heineken100 partnership can be found here: https://vimeo.com/80138863.

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 Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com

Eric Haze    
Born and raised in New York City, Eric Haze has been making his impact felt in the worlds of art, product and graphic design for over 30 years. After spending the early 80's on the front lines of the downtown New York art scene, Haze opened his design studio in 1986, becoming one of the first visual artists to define the look and graphic language of Hip Hop during its golden years. Some of his most classic works include designs for Public Enemy, EPMD, LL Cool J, and the Beastie Boys. Haze also founded his own eponymous clothing line in 1993, which remains recognized worldwide as one of the original brands that helped create the blueprint for streetwear and urban product as we know it today. Haze studios continues to produce a wide range of design work and collaborations with industry leaders such as Nike, G-Shock, New Era and Heineken. The new millennium has also seen an inspired return by Haze to his fine art roots, including solo exhibitions in Hong Kong, New York and Los Angeles, as well as an installation of his iconic design work in MoCA's 2011 "Art in the Streets" exhibition.

About Union LA    
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. The store announces a website revamp featuring e-commerce that will bring its vision and product assortment to customers everywhere beginning October 15, 2010 at www.unionlosangeles.com.