Last week, I wrote a little piece on the interesting bond between soft-drink manufacturerer Coca Cola and the fashion world. While the last post covered their ongoing partnership with designers and labels who are asked to redesign the famous Coke bottle, this post gives you an insight into some actual garments and two fashion lines that the brand has created over the last years.

These two collaborations seem to be focused on Asian and South-American markets which is pretty interesting. For example, it looks like the brand wants to position itself as a young, trendy and lifestyle-oriented product by using the affection for western products and their heritage in Asia.


Coca Cola x Human Made:


This recent project with Nigo's newest brand "Human Made" shows exactly what I meant with "being trendy by marketing their heritage". Nigo who is mostly known for creating the infamous "A Bathing Ape" brand, has been a mainstay in urban fashion culture for over a century now.  Most of his projects are instant successes because of his strong following that is willing to line-up for any of his releases as well as his particular style. Since he has been pushing for a retro & vintage look with his newest label "Human Made", a project with Coca Cola seems to be a pretty obvious choice. While the collection is pretty basic and features the iconic Coke bottle or logo screen-printed on sweaters and shirts, the media coverage was huge and resulted in a win-win situation for both labels.



Coca-Cola Clothing- A High Fashion label

This collaboration marks a turning point for Coca Cola's involvement in the fashion world as it underlines the brands standing in modern pop culture! Instead of simply going for an obvious branding approach like above, Coca Cola has hired its own team of designers to create a minimalistic high fashion line. The modern look features athletic pieces and modern cuts with minimal branding and uncommon colors. Nevertheless it's quite clear that these pieces were produced by Coca Cola, as there are little hints here and there. So far the collections were shown at the rather small Rio Fashion Week in Brasil instead of going for the Big Bang in Paris or New York which is quite an interesting approach. Rio's Fashion Week is known for upcoming designers and new talent, hence it appears as if Coke really tries to strive for a long lasting fashion line that builds up a reputation over the years by pleasing buyers and journalists. Again this project was quite successful when it comes to media coverage and I think that it is a really interesting idea to push the boundaries of Coca Cola's corporate image!