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Heineken Partners with Brands to Create Uber-Exclusive Luxury Goods

Heineken Partners with Brands to Create Uber-Exclusive Luxury Goods
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To further its metropolitan image, #Heineken100 teams up with emerging high-end labels to create one-of-a-kind products

Leo Lutero
  • 20 january 2015

Already in his second year at the post, #Heineken100 Creative Director Chris Gibbs is looking into artisanal US brands to create pieces for the iconic beer company.

“Our creative partnership will provide a unique offering within the men’s lifestyle and accessory sphere, that is unmatched by any other”, shares Belen Pamukoff, Brand Director of Marketing at Heineken. The #Heineken100 program selects 100 tastemakers across America who represent Heineken’s well-traveled and influential consumer.

The three brands: Parabellum, Garret Leight California Optical and RTH.

All these growing luxury labels are headquartered in California and will each create products exclusively for #Heineken100 from their own ateliers.

The first item on the list is a tote from Parabellum, a pioneering label in all-American bison leather. Parabellum is a finalist in this year’s Fashion Fund, a hugely successful mentorship program by the Council of Fashion Designers in America.

The canvas tote is a first for the brand who creates almost exclusively with American bison leather sourced from family-owned micro-tanneries. The result? An expertly crafted tote with bison leather handles and pocket detail in the photo from Highsnobiety.

Growing in popularity, Parabellum’s Medicine Woman bag is craftsmanship embodied:


The tote bears Parabellum’s trademark military-grade ceramic emblem rivets and features an internal patch pocket with a Trackr chip – a quarter-sized device to track lost luggage.

Parabellum’s office/atelier in LA:

heineken luxury brands

“For this year’s program, Heineken and I wanted designers to transcend their personal boundaries creatively,” Chris Gibbs said. “Each designer is pushing their limits to create products that utilize their signature silhouettes, but are unlike anything within their current portfolio.”

The second piece will be a poncho-shirt (“ponchirt”) hybrid from RTH. The item will the first time that the brand will work with quilted nylon material. Before the year ends, Garret Leight California Optical will release its first zero-base flat lens with #Heineken100.

Unfortunately, this items won’t trudge along regular retail paths but Parabellum’s website shows off a great collection by itself.

Parabellum image: Marcus Troy

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