Heineken launches fashion capsule with Union
today Dec 3, 2018
Heineken has partnered with the streetwear boutique Union for its latest fashion collaboration.
The brewery brand has teamed up with the clothing store to mark the ninth year of its ‘#Heineken100' program. The duo have created a "Green Collar" capsule collection for Fall 2018 that focused on "elevated workwear for the global creative."
The six-piece series comes in 16 colorways and offers more than 100 product combinations, spanning a chino pant, a hooded sweatshirt and a boxy coat. A t-shirt, hat and sneaker complete the lineup, which is priced between $55 and $380.
"With their eye for unique, timely and ultra-wearable pieces, UNION is the perfect partner and the next evolution of the program as the high fashion meets streetwear capsule collection provides much needed products for our global creatives to wear daily," said Raul Esquer, Brand Director at Heineken USA, in a statement.
"As former creative director for #Heineken100 program, I understand the importance of the Heineken 'Open Your World' motto as Union has helped to create a runway for many Japanese streetwear brands to have a marketplace in the US," added Chris Gibbs, owner of Union. "So, I'm so excited to once again partner with Heineken for this year's program to bring a collection of stylish, well-crafted wardrobe staples to the closet of creatives throughout the world."
The #Heineken100 x Union collection is now available for purchase at Union Los Angeles, with plans to roll it out at the store's Tokyo location shortly.
The collaboration marks the second big partnership of the year for Heineken, which teamed up with the Italian athletics brand Kappa on a limited-edition, six-piece fashion collection inspired by the World Cup and soccer culture earlier this summer.
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