#CokeByDRx : when Coca-Cola goes fashion

Dr. Romanelli, aka DRx, “inspired by his own collection of retro Coke clothing, hand-picked from flea markets and vintage stores in his hometown of LA – is launching the 200 piece Coca-Cola by DRx collection, replete with his signature bomber and biker jackets, vests, and cut-and-sew T-shirts”.

It’s an amazing piece of modern pop-art. Just enjoy it:

 

 

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“Coca-Cola, as a brand, has always exuded 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.”

DRx, known for his ability to re-animate vintage clothing, is the latest designer to continue in the tradition of re-creating this most storied brand, while making Coke as relevant as ever with a global style audience. “Through these collaborations, the world’s most valuable beverage brand lends its design legacy as a muse. By offering access to its vast vault of vintage designs, it inspires talented individuals to re-conceive Coca-Cola in unique renditions”, says Kate Dwyer, Head of Global Licensing.

The Coca-Cola by DRx collection is now available in stores across the globe, such as Opening Ceremony in NY & LA, Colette in Paris and United Arrows in Japan.

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