Japanese label Facetasm unveils vintage-inspired Coca-Cola capsule
Japanese label Facetasm has debuted a new capsule collection inspired by vintage Coca-Cola vendor fashions and the 50th anniversary of Coke’s 'It’s the Real Thing' campaign.
The capsule, part of Facetasm’s fall/ winter 2019 line, was conceived after Facetasm designer and founder, Hiromichi Ochiai, paid a visit to The Coca-Cola Company’s archives in Atlanta, Georgia -- the company’s home city. Following the visit, Ochiai used 20th-century era industrial fashions to construct the 22-piece Facetasm x Coca-Cola capsule.
The collection also draws from Coke’s 'It’s the Real Thing' campaign, which launched in 1969 and is celebrating its 50th anniversary this year.
Pieces include t-shirts, hoodies, embroidered caps, jackets, shorts and pants that re-imagine the vintage looks in a modern day context, featuring green and red colorways, oversized silhouettes, gender-neutral uniforms and vintage artisan stitching patterns.
In addition to giving the famous American company a fashionable boost, the collaboration will also allow Facetasm to benefit from Coca-Cola’s global brand recognition.
“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 Facetasm x Coca-Cola collection will begin its international launch on June 26, beginning with L’Eclaireur in Paris. Later drops are scheduled at Selfridges in London; I.T. in Hong Kong; Isetan in Tokyo (Shinjuku, Mens Building, 2F Mens Creators) and five other international stores. In addition, a pop-up at Isetan Shinjuku will take place from July 10 through 23, featuring four limited-edition items - a jacket, shirt, shorts and pants - exclusive to Isetan.
Starting July 27, the capsule collection will be available for purchase at Facetasm Omotesando, the Facetasm e-store, and 11 other stores throughout Japan.
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