The brand new, unprecedented collaboration between the cultural icon Coca-Cola and the prominent American vintage fashion re-designer Drx aka Darren Romanelli hit stores in the world’s biggest cities two days ago and was marked by opening parties at 10 fashionable urban hotspots: in NY, LA, Las Vegas, Miami, Toronto, London, Paris, Tokyo, Hong Kong and Shanghai.
The 200-piece collection of the retro Coke-themed clothing, carefully selected from flea markets and vintage shops around the world and customized with Coca-Cola patches and garments, includes DRx’s signature bomber and biker jackets, vests and cut-and-sew T-shirts. As the designer describes it, the collection celebrates American heritage streeеtwear style of 1960’s to 1990’s and adds to the positive aura of Coca-Cola as a brand.
“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. 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,” comments Romanelli.
The items from the Coke by Drx collection are not cheap: priced for jackets range between $450-$1650, and traditional cut and sew T’s—from $35-$50.