Coca-Cola has inspired Japanese designer NIGO to create a special apparel collection, which looks back at the history of workwear. The designer—the creator of the legendary A Bathing Ape brand and the founder of the new label Human Made,—together with Japanese iconic boutique Beams have developed a line of apparel, which mirrors the trends in the industrial fashion from the beginning of the 20th century. The new Coca-Cola x Human Made x Beams collection includes 10 pieces—a shop coat, cover all jacket, a work shirt, cap, jodhpur shorts, a sweatshirt, and four t-shirts,—created as tribute to both the vintage styles and the modern culture.
The collection is said to “reconstructs what ‘might have been’ a look of the time in a modern day context.” To celebrate Coca-Cola’s contribution to the global culture (and the world of fashion, too), the line features a plethora of references to the brand’s heritage. While creating the styles for the new range, the designer drew inspiration from his rich collection of vintage Coca-Cola memorabilia—some of the pieces have been reimagined for the new designs.
The creator of the collection also used the authentic modeling techniques, which were applied back then—for instance, a chinstrap and watch pocket common to jackets of the early 1900s can be seen in the new cover all jacket, the artisan stitching was used to sew the clothing pieces, shirts are adorned with asymmetric pockets, etc. Plus, to create the cotton sweat shirt, the designer decided to use a vintage cotton knitting machine from the 30s and 40s, which is not used in the apparel world anymore.
It’s not the first time Beams and Coca-Cola team up—previously, they have collaborated during the celebration of the brand’s 125th anniversary. As part of the new initiative, the boutique has launched a dedicated page on its website, where it features the items from the new collection plus photos and videos from the new collaboration, explaining how the line has been modeled.