Coca-Cola has partnered with fashion designer Dr. Romanelli (a.k.a. DRx), who is know for re-constructing vintage clothing, for a new apparel range.
Inspired by his own collection of retro Coke clothing selected from flea markets and vintage stores from around the world, the Coca-Cola by DRx lines features 200 custom pieces, each of which have been stitched together from multiple Coca-Cola garments. Among the types of items included in the line are bomber and biker jackets, vests and cut-and-sew t-shirts.
“Coca-Cola, as a brand, exudes such a positive aura–something that has resonated personally with me ever since Coke’s role as a title sponsor at the ’84 Olympics in LA,” says Romanelli. “To have the opportunity to bring my own energy to that aura, and to explore new paths within the brand’s historic design labyrinth, is absolutely a dream come true. It’s equal parts retrospection and innovation.”
The collection launches this month in stores worldwide including Opening Ceremony in New York, Los Angeles and London, Fruition in Las Vegas, Unknwn in Miami, NoMad in Toronto, Colette in Paris, United Arrows in Tokyo and Juice in Hong Kong and Shanghai.
“Through these collaborations, Coca-Cola lends its design legacy as a muse. By offering access to its vast vault of vintage designs, Coca-Cola inspires designers to use the brand’s enduring iconography to create signature Coca-Cola fashion,” says Kate Dwyer, head of global licensing, The Coca-Cola Company.