NEW YORK - 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 MagicÔäó 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. TheLos 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 atwww.unionlosangeles.com.