#Heineken100 continues its campaign to establish a more metropolitan brand image, now inviting three up-and-coming luxury labels to create one-of-a-kind items in honour of the beer.
These three, homegrown Californian ateliers have been selected for their coolness by 100 tastemakers from across the States, a group representing Heineken’s ideal, urbane consumer. And they are currently frothing like a dropped beer over Parabellum, Garret Leight California Optical and RTH. Each label has been commissioned to “create products that utilize their signature silhouettes, but are unlike anything within their current portfolio,” by #Heineken100 Creative Director Chris Gibbs.
Never mind the buffalo-skin tote bag. Or the first zero-base flat lens, whatever that is. Personally, we can’t wait to see the ‘ponchirt’ (poncho-shirt) hybrid from RTH, a first foray by the brand into quilted nylon material. And a definite must for all the guys at Cuauhtemoc Motezuma Brewery, for sure.