Once again the #Heineken100 program is back for its fifth year and unveiling more fresh clothing for us to fawn over. If you’re not familiar with the program, it’s based on the collaboration between Heineken and a select fashion company. And the clothing is dispersed to 100 influencers and tastemakers across the globe. This year we have the LA-based shop RTH to create a custom “ponchirt” — a hybrid poncho/shirt. The multi-purpose garb was designed by RTH founder Rene Holguin, with Union’s Chris Gibbs serving as Creative Director.
“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’ guidance, RTH constructed 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 launched 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 sleek 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.
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