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Coca-Cola taps Dr. Romanelli for retro-inspired collection

October 23, 2013|By Adam Tschorn
  • A jacket, left, and shirt from the 200-piece Coca-Cola by DRx capsule collection made using uniforms, delivery jackets and other vintage Coke apparel.
A jacket, left, and shirt from the 200-piece Coca-Cola by DRx capsule collection… (Coca-Cola by DRx )

Soft-drink maker Coca-Cola has tapped L.A.-based designer/collaboration king Darren Romanelli, a.k.a. Dr. Romanelli, a.k.a. DRx  (big "r" little "x" -- like a doctor's Rx) to create a capsule collection of pieced-together retro Coke clothing found at flea markets and in vintage stores around the world.

While news of the Coca-Cola by DRx collection has been out for a few days now (we mentioned it in Monday's Fashion News report), the official reveal of the collection -- and launch party -- took place Tuesday night at New York City's New Museum, and we've finally had a chance to see some of the pieces in the collection.

The capsule includes a range of patchwork one-off bomber jackets, biker jackets, hoodies, shirts and vests, 200 one-of-a-kind pieces in all, stitched together from Coca-Cola garments from the '60s through the '90s including workwear, uniforms and the jackets worn by delivery truck drivers. The retail prices range from $450 to $1,650 with a range of cut-and-sew T-shirts priced from $35 to $50. 

Not only was the collection produced in Los Angeles, the city resonates in the collection in another way, Romanelli explained in the collaboration announcement:

“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," Romanelli said. "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.”

Pieces in the collection are divided between just a handful of boutiques globally, with the closest options for SoCal shoppers hoping to snag some of "the real thing" being Opening Ceremony's West Hollywood boutique and Fruition in Las Vegas.


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