On October 22, 2013, Coca-Cola launched the latest fashion collaboration capsule collection with Dr.X aka Dr. Romanelli at the New Museum in New York City.
Famous for re-constructing vintage clothing pieces, Dr. Romanelli, aka DRx, is the latest designer to partner with Coca-Cola to create fashion that applies the designer’s signature hand to the brand’s famous iconography. Romanelli – inspired from his carefully sourced collection of retro Coke clothing, selected from flea markets and vintage stores from around the world – is launching a 200 piece “Coca-Cola by DRx” collection, complete with his signature bomber and biker jackets, vests and cut-and-sew T-shirts.
Each of the 200 pieces is a customized item stitched together from multiple Coca-Cola garments. His retro finds span a period from the 1960’s to 90’s. Romanelli says,
“What is new becomes old, and what is old becomes new; and what was conventional and common instantly becomes iconic and rare”.
Romanelli’s knowledge of and enthusiasm for Coke’s legacy is apparent in his designs.
“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.”
The collection has a fresh approach to vintage. The mixing and matching of various Coca-Cola garments lends itself to both retro and trendy styles.
“The Coca-Cola by DRx” collection launches this month in stores across the globe, including Opening Ceremony in New York, Los Angeles and London, Fruition in Las Vegas, Unknwn in Miami, NoMad in Toronto, Colette in Paris, United Arrows in Tokyo, and Juice in Hong Kong and Shanghai. The collection features a mix of 200 vests, jackets, biker jackets, and other designs priced between $450 – $1650, and traditional cut and sew T’s ranging from $35 – $50.
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