A partnership between subculture and mainstream, East and West, Heineken introduced its new #Heineken100 Denim Collection with none other than Japanese fashion brand NEIGHBORHOOD. Curated by Chris Gibbs, owner of UNION Los Angeles, who also headed the #Heineken100 project as its Creative Director, the collaboration features indigo denim, rigid narrow jeans of the highest quality. An exclusive Heineken green cross-stitching and custom green leather label highlight the brewery's involvement, all packaged with a custom Heineken-printed label and carrying bag. In an accompanied statement, Gibbs said “Both Heineken and I wanted to expand the horizon of this year’s products, and also work with a brand that had international reach but selective distribution.” Shinsuke Takizawa of NEIGHBORHOOD added “I am proud to share a product that not only showcases the brand quality, but also highlights a part of my culture with a niche audience that genuinely appreciates it.”
Meant for influencers and market makers, the Heineken x NEIGHBORHOOD - #Heineken100 Denim Collaboration will be deliver in the upcoming weeks. Finally, look for Heineken to debut its final #Heieneken100 collaborative project with iconic artist Eric Haze during the Art Basel Miami Beach art fair next month. Check out a conversation between Shinsuke Takizawa and Chris Gibbs after the jump.