In collaboration with
- Words Madison Stewart
To celebrate 50 years of their “It’s the Real Thing” campaign, Coca-Cola is getting a Japanese streetwear fashion makeover.
The iconic Coca-Cola brand is getting a street fashion makeover in partnership with Japanese label FACETASM. The label’s new 22-piece capsule collection takes inspiration from vintage Coke vendor clothing and reconstructs them with a modern fashion twist. The inspiration behind the collection came from FACETASM founder Hiromichi Ochiai’s visit to the Coca-Cola archives in Atlanta where he fell in love with 20th-century era industrial workwear.
The unlikely pairing of fashion and beverage celebrates the 50th anniversary of Coke’s renowned “It’s the Real Thing” campaign, the slogan which features on many of the pieces in the collection. The workwear influences are found in the collections’ oversized style, bold colours and gender-neutral silhouette, creating a series that is runway, street, old and new.
Ochiai’s style of deconstructing and re-making classic materials and styles of clothing envokes Coca-Cola’s rich history and reflects a shared passion for authenticity and bringing playfulness to popular culture. Looking at the strikingly colourful and retro-inspired images, we can’t argue that this is a match made in sugary, carbonated heaven.
The collection will be coming to Selfridges in London July 10th so grab a can of Coke and start picking out your favourite pieces.
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