HEINEKEN USA Partners With Mark McNairy And Union LA For Their 2012
Heineken 100 Program
NEW YORK, Nov. 19, 2012
/PRNewswire/ -- Heineken®, the world's leading premium beer
brand, today announced their partnership with the LA-based retail
store Union LA, and fashion
designer Mark McNairy, for the
"Heineken 100" program—an influencer and celebrity seeding program
that celebrates tastemakers that represents Heineken's "Man of the
World." For the partnership, Union
LA and Mark McNairy created a
signature colorway for McNairy's classic saddle shoe in honor of
the partnership.
"We are thrilled to partner with the extraordinary fashion
visionaries, Mark McNairy and
Union LA, for the second product
from the 'Heineken 100' 2012 program," said Olga Osminkina, Senior
Brand Director, HEINEKEN USA. "Mark
and Chris truly exemplify Heineken's consumer, a 'Man of the World'
that is forward thinking, savvy and enjoys worldly
experiences."
Heineken has commissioned the creative direction of Los Angeles-based retail store, Union LA, and fashion designer, Mark McNairy, to create another color offering
of McNairy's leather saddle shoe. This shoe was chosen for the
collaboration because, like Heineken, it is a perfect fusion of
classic, traditional, modern and progressive. The all black leather
shoe with a classic silhouette features a modern twist by
incorporating a cushioned sole in Heineken green.
"Union LA and Mark McNairy are excited to work with a stellar
brand like Heineken for their coveted 'Heineken 100' program," says
Chris Gibbs, owner of Union LA. "When designing the shoe, Mark and I
used Heineken's signature kelly green color to provide an
eye-catching colorway for the sole."
In its third year, the Heineken 100 influencer program
identifies and celebrates various tastemakers across the nation,
who represent Heineken's "Man of the World" platform. Previous
collaborative products for the program include: Ariel 7 headphones,
Tsovet watches, Union LA t-shirts,
Android Homme sneakers, New Era fitted caps, tote bags designed by
fashion duo Dee & Ricky, and most recently a limited-edition
weekender duffle bag with Public School.
About HEINEKEN USA
HEINEKEN USA Inc., the nation's
premier beer importer, is a subsidiary of Heineken International
BV, which is the world's most international brewer. European brands
imported into the U.S. include Heineken Lager, the world's most
international beer brand; Heineken
Light; Amstel Light, a leading imported light beer brand;
Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic
brew. HEINEKEN USA is also the exclusive USA importer for the
Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from
Mexico. For a safe ride home,
download the HEINEKEN USA -sponsored Taxi Magic™ application from
your smartphone at taximagic.heineken.com. Please visit
www.EnjoyHeinekenResponsibly.com.
About Mark
McNairy
Supported by the strength of a cult following
of dedicated, fashion‐forward young men around the globe, designer
Mark McNairy has risen from an
under‐the‐radar favorite to a driving force in contemporary
American style with his new collection of menswear and footwear,
Mark McNairy New Amsterdam. Defined
by a strong sense of sartorial history with an eye fixed on the
future, Mark McNairy New Amsterdam
is the result of the designer's vast knowledge of American and
English tradition and complete dedication to craftsmanship.
About Union LA
Since
Union opened its doors in
New York in 1989, the shop has
become the stuff of retail legend. The Los Angeles chapter, the only remaining door,
continues this history by constantly pushing forward and paving a
new direction for top tier retail in the US today. The concept is
simple; walk the line between fashion and function, develop
relationships with brands, bring exclusivity, knowledge and a great
product assortment to customers. The store announces a website
revamp featuring e-commerce that will bring its vision and product
assortment to customers everywhere beginning October 15, 2010 at www.unionlosangeles.com.
Press Contact:
Bryan
Pierce / Kellie Jack
Team Epiphany
212-884-1507 / 212-884-1508
bryan@teamepiphany.com / kellie@teamepiphany.com
SOURCE HEINEKEN USA