Bottling company delivery shirts, denim jackets decorated with Coke patches, even vintage premium catalog styles--these are the building blocks of a new high-fashion clothing line. Designer Dr. Romanelli was inspired by seeing the Coke logo emblazoned across all sorts of vintage clothing culled from thrift shops and yard sales. His line joins others that reference company logos in acknowledging the beauty and design of logo-branded and decorated clothing, especially for hipsters and the glitterati.
As one of the world's most recognized logos, Coke appears on $1 billion in branded clothing annually, and has already adorned fashionable clothing from such celebrated designers as Dolce & Gabbana and Marc Jacobs. But this is the first line to focus on retro looks from 60s, 70s, 80s and 90s streetwear. Coca-Cola has already established a hashtag to identify the line on social media, #CokeByDRx.
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Excerpt: "Per the Atlanta-based soda giant, Romanelli's 200-piece 'Coca-Cola by DRx' collection was inspired by Coke clothing he sourced from flea markets and vintage stores from around the world. Items have been stitched together from multiple Coca-Cola-branded garments and entail higher-end bomber and biker jackets and vests, ranging between $450 and $1,650, while T-shirts are available at $35-50.
The streetwear harkens back to the 1960s, '70s, '80s and '90s. The collection, Coke says, also represents an homage by Romanelli to Japanese designers Jun Takahashi, who has done work for Nike, and Junya Watanabe, who has fashioned sneakers for Converse.
The line is debuting in select stores in New York, Paris, London, Los Angeles, Las Vegas, Miami, Toronto, Hong Kong and Shanghai. Marketers for the beverages company will push a hashtag, #CokeByDRx, in the coming days to generate Twitter buzz around the clothing.
While the vintage take appears new, Coke has collaborated with many designers in recent years, including D&G, Jack Spade, JCDC, Uniqlo and Marc Jacobs."