While Carlsberg manufactures beer-based hair care products, another beer giant Heineken is launching fashion pieces in collaboration with American local retailers.
This week the brand has revealed the grayish jersey basics set for men developed with the popular streetwear brand KITH NYC. As part of this year’s #Heineken100 program, the company is planning to create limited-edition products and held events with local retailers from five U.S. cities: KITH in New York City, Union in Los Angeles, Alchemist inMiami, RSVP Gallery in Chicago, and Concepts in Boston.
The KITH-Heineken collection that includes a sweatshirt, sweatpants and t-shirt was presented at the VIP launch event in NYC on Wednesday.
“We are partnering with KITH because their vision embodies the New York City man,” said Ralph Rijks, Senior Vice President, Heineken. “Ronnie Fieg [the KITH NYC founder] has moved from one of the influencers on our #Heineken100 list to an active participant in the program and we couldn’t be more thrilled to welcome him to our esteemed network of designers.”
Further fashion collaborations will be revealed later this autumn.