Coca-Cola Taps FACETASM for Deconstructed Vintage Capsule

A nod to the 1969 campaign “It’s the Real Thing.”

5,319 Hypes 1 Comments

Riding the heels of its recent Spring/Summer 2020 show at Paris Fashion Week, FACETASM has returned with an unexpected collaboration with Coca-Cola.

The latest co-sign encompasses a wide array of vintage logos, reconstructed athletic wear, pin-stripes and luxe quilting put together with artisan pre-war era style stitching. Comprised of graphic T-shirts, sweaters, patched up hockey jerseys, beanies, coach jackets and trackpants, the 22 piece capsule is informed by vintage 20th-century workwear that nods to Coca-Cola’s 1969 campaign “It’s the Real Thing.”

Hiromichi Ochiai’s penchant for rugged imperfection shines through in the form of deconstructed garments layered with old Coca-Cola logos. One standout piece is the multi-paneled hooded sweater emblazoned with Coke’s logo at the front pocket. Apart from its mesh compartment, the sweater is constructed of various hues of blue, purple, black and grey, complete with zippers at the sides. A nylon hood hangs at the collar while hits of red streaks line the back of the sleeves. Another highlight is a green diamond-quilted jacket detailed with pinstripe panels that appear at the side and chest pockets as well as at the elbows. Exposed pockets and inner linings are rounded off with bold piping, offering a premium finish to the deconstructed outlook. Other garments like the matching black pinstripe chore jacket and pants, red and green track pants and logo hoodies and knitwear round out the expansive capsule.

“The collaboration between FACETASM and Coke is unique in that it speaks across genres,” mentioned Kate Dwyer, Head of Coke Fashion, in a press release. She mentions that the capsule is multi-faceted overall, highlighting Ochiai’s ability to merge two divergent reference points through his signature deconstruction.

The FACETASM x Coca-Cola capsule will see a global launch on June 25, starting with retailer L’Eclaireur in Paris. Followed by Selfridges in London; I.T. in Hong Kong, Isetan in Tokyo, as well as other select stores on July 10. The collection will also see the addition of four limited-edition denim items, available exclusively at an upcoming pop-up at Isetan Shinjuku from July 10 – 23. From July 27 onwards, the capsule will be available at FACETASM’s e-store. Scroll below to see a short Q&A with Kate Dwyer, Head of Coke Fashion.

In other related news, Off-White™ has dropped its latest round of SS19 exclusives on SSENSE.

Coke has put a lot of emphasis on their fashion division recently? How does this fit into the larger brand story for the company?

Fashion provides the perfect outlet for us to expand our reach by creating new and unexpected ways for consumers to connect with our brand. We’re very excited to have partnered with Hiromichi to bring the Facetasm collaboration to life. Working with him and other designers who share our values of authenticity, individuality and inclusion gives our brand a bit of credibility and relevance with those audiences. We’ll continue to pursue partnerships with designers who can help expand our brand’s reach across the fashion landscape.

What attracted the Coke team to FACETASM? Why was the brand right for Coke?

Hiromichi is a self-proclaimed fan of the Coke brand who has personally amassed an extensive collection of vintage Coca-Cola clothing, sourced in Japan and elsewhere. When he approached us to collaborate, we immediately jumped at it given our brands’ shared values around authenticity, playful expression, optimism and inclusiveness. His passion for the brand, as well as his signature style of deconstructing and layering materials and genres in clothing to create something new, marries well with the Coca-Cola brand. The collection draws directly from authentic Coca-Cola iconography that is interwoven by Hiromichi into new, exciting and authentically Coke fashion.

What does the future of Coke Fashion look like?

The Coke Fashion brand has real equity, and its future is about partnering with a wide array of designers and brands that intersect luxury and street, high and low. Coke will always look at an opportunity to do something unexpected in order to reach a broad global audience. Given designers enjoy using Coke as a design muse, delving into the Company’s vast archive of iconography and imagery as inspiration for their creations, the fashion possibilities are endless!

Read Full Article

What to Read Next

Nike's Blazer Mid '77 Vintage Receives Monochrome Makeover

Nike's Blazer Mid '77 Vintage Receives Monochrome Makeover

Panels of black, grey and white suede.

CELINE SS20 Is an Ode to Retro Hollywood Opulence

CELINE SS20 Is an Ode to Retro Hollywood Opulence

Hedi Slimane takes his familiar design ethos back in time.

1017 ALYX 9SM SS20 Is a Technical Tour de Force

1017 ALYX 9SM SS20 Is a Technical Tour de Force

Suits, straps and more Nike collaborations.

Inside Eric Emanuel's Summery NYC Pop-Up Shop

Inside Eric Emanuel's Summery NYC Pop-Up Shop

Packed with collaborative adidas sneakers and bespoke basketball shorts.

Pigalle SS20 Delivers Colorful Jordan Brand Collaboration

Pigalle SS20 Delivers Colorful Jordan Brand Collaboration

Special Jumpman goods alongside louche pajamas and woven outerwear.

Ev Bravado Debuts New Label at SS20 Runway Presentation

Ev Bravado Debuts New Label at SS20 Runway Presentation

WHO DECIDES WAR delivers DIY denim and lavish layering pieces.

More ▾
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Help us serve you better

We appreciate your support in allowing HYPEBEAST ads, where we can share contents from the latest fashion, to those culturally relevant. In adding HYPEBEAST to your ad blocker's whitelist, ads on our sites will show while you continue to browse.

Help Support Us

We need ads to keep the lights on and to continue providing free news to our readers. We’d appreciate your support by whitelisting HYPEBEAST on your ad blocker. That way you can keep reading all the great stories for free.

If you have already whitelisted us, simply refresh this page. To find out how to whitelist us, click the button below.


Add Us to Whitelist

We appreciate your support in allowing HYPEBEAST ads. Most ad blockers have similar whitelisting steps and settings. If you need assistance, please contact us.

Adblock Plus

  1. Click on the red ABP icon in the upper right corner of your browser.
  2. Click “Enabled on this site” to disable ad blocking for the current site. In Firefox click “disable on HYPEBEAST”.
  3. Refresh the HYPEBEAST page that you were viewing.


  1. Click the AdBlock hand icon.
  2. Click “Don’t run on pages on this domain”.
  3. A new “Don’t run AdBlock on…” dialog may be displayed in the middle of the screen.
  4. Move the “Site” slider to the right. After that, click “Exclude”.
  5. Refresh the HYPEBEAST page that you were viewing.


  1. Click the uBlock icon.
  2. Click the large blue “power” button in the menu that appears to whitelist the current website.
  3. Reload the HYPEBEAST page that you were viewing.

Firefox Browser

Firefox Tracking Protection may activate our whitelist notice, which can be disabled temporarily for a browsing session by clicking the shield icon in the URL bar and following the instructions.


  1. Click the Disconnect icon.
  2. Click “Whitelist site”.
  3. Refresh the HYPEBEAST page that you were viewing.