When one of the world’s most recognisable brands wanted to release their first collection of apparel merchandise, it made sense that they enlisted the help of an equally heavyweight name in the apparel business.
In 1986, Coca-Cola enlisted American Heritage giant, Tommy Hilfiger, to design their first collection of apparel. With both brands recognised for their long standing in American heritage, and pop culture circles, this partnership created what has come to be some of the most recognised vintage apparel in the market place.
With vintage style having had a mighty resurgence in recent years, with no signs of slowing down, it makes total sense that Tommy Jeans x Coca Cola team up once again to breathe new life into this nostalgic collection. In a time where the consumer seeks the comfort and safety of a time less politically charged, where worries were less frequent, and pressures few, 80’s and 90’s styles remain just as present in the wardrobes of today’s consumer, as they did almost 30 years ago.
As with the original release, the colours remain bright and bold, with apparel styles ranging from t-shirts, to rugby shirts and sweaters, with the uber-collectible Tommy Jeans x Coca Cola jacket making a welcome return.
With Tommy Jeans being the streetwear off-shoot of the main Hilfiger line, they bring subtle differences to this re-release, in the form of a new logo that fuses both Coca-Cola and Tommy Jeans branding into one. Adding credence to the drop, this shows the brands have not just settled for a reproduction of the original 80’s collection, by updating it for today’s consumer, it caters for their current love of vintage styles, whilst not ignoring the need to bring it accurately into the 21st century.
The full Tommy Jeans x Coca Cola collection is available now.