Japanese label Facetasm is unveiling a new capsule collection in collaboration with Coca-Cola as part of its fall/winter 2019 line.
The collection is available at an I.T pop-up store in Causeway Bay from July 10.
Taking inspiration from vintage Coca-Cola vendor wear and the 50th anniversary of Coke’s “It’s the Real Thing” campaign, the Facetasm x Coca-Cola capsule is inspired by designer and founder Hiromichi Ochiai’s visit to The Coca-Cola Company’s archives in Atlanta, where he immersed himself in 20th century-era industrial wear fashions.
“Coca-Cola is loved by everyone and collaborating with such a brand is a big opportunity for Facetasm,” said Ochiai. “It enables us to show our collection to an even larger audience. This project is a mashup of street and luxury. We hope consumers enjoy the vibe created by the two totally different companies coming together on this collaboration.”
The 22-piece collection – featuring tees, hoodies, embroidered caps, jackets, shorts and pants – reconstructs the looks of the era in a modern-day context. The work wear inspiration is reflected in the collection’s bold green and red colours, oversized silhouettes, gender-neutral style uniforms, artisan stitching patterns common to the pre-war era, and the mixing of fabrics.
“The collaboration between Facetasm and Coke is unique in that it speaks across genres,” said Coca-Cola’s group director of global licensing Kate Dwyer. “The style details and values it reflects make it an “and” collection. It’s runway ‘and’ street. It’s iconic ‘and’ modern. It’s aspirational ‘and’ accessible.”
“Hiromichi’s passion for the brand as well as his signature style of drawing inspiration from vintage elements to inform his contemporary design makes him the perfect partner for Coca-Cola,” says the firm’s senior licensing manager Misako Kiyota. “This collection showcases shared values around authenticity, optimism, inclusiveness and playful expression in a way that is new, exciting and authentically Coke.”