Coca-Cola Launches High-End Fashion Line
Flea markets provide inspiration for bomber jackets and other soft drink-inspired items.
- 24 october 2013
Coca-Cola has partnered with designer Dr. Romanelli (DRx) to create a new fashion line inspired by pieces of clothing found in flea markets and vintage stores around the world. The 200-piece collection draws on the company’s image from the 60s through to the 90s, resulting in the vintage line called “Coca-Cola by DRx.”
Items in the collection have been stitched together from multiple Coca-Cola-branded garments to create items such as high-end bomber and biker jackets which cost between $450 and $1,650. There are also T-shirts in the range which are available at the more modest price of $35-50. The collaboration with DRx is a continuation of the trend for the company to partner with well-known brand names and designers such as D&G, Jack Spade, JCDC, Uniqlo and Marc Jacobs.
Coke-branded merchandise generates more than $1 billion in retail sales annually, 70% of which comes from international markets, giving DRx a huge amount of items to choose from for the collection. In order to avoid an overwhelming variety of items, the fashion line focuses on the 60 through to the 90s. There is also a personal homage from Romanelli to Japanese designers Jun Takahashi and Junya Watanbex, who are known for their work with Nike and Converse respectively.
The line will make its debut at select stores in New York, Paris, London, Los Angeles, Las Vegas, Miami, Toronto, Hong Kong and Shanghai. To create the proper hype before the release, Coca-Cola will also be promoting the Twitter hashtag #CokeByDRx over the coming week.