In the mid-1980s, a young, relatively unknown fashion designer by the name of Tommy Hilfiger created the first-ever Coca-Cola Clothes collection. The line of licensed leisurewear – anchored by the trendsetting Coca-Cola long-sleeve rugby shirts – was an immediate hit with millions of Americans and helped kickstart the pioneering designer’s career.
Now, more than 30 years later, Hilfiger and Coca-Cola are reuniting to reissue these signature styles with a contemporary look fusing fashion and pop culture for a new generation.
The TOMMY JEANS Coca-Cola capsule collection for men and women reissues pieces from the ‘80s collection with modern-day silhouettes and a new logo combining the TOMMY JEANS and Coca-Cola marks. In addition to a reimagined take on the classic rugby shirt, the colorful line features sweatshirts, t-shirts, shorts and sports jackets.
“The Coca-Cola collection we launched in the ‘80s was bold, bright, and instantly recognizable,” said Avery Baker, chief brand officer, Tommy Hilfiger Global. “This re-edition builds on the originals, celebrating the optimistic and youthful spirit at the heart of both brands, while adding a modern street-style twist for the next generation.”
The collection, which TOMMY JEANS is supporting with a full advertising campaign is available starting today at select TOMMY JEANS stores worldwide, select wholesale partners and online at tommy.com.
“It’s a lot of fun to work with Coca-Cola again,” Hilfiger said. “Due to the fact that it’s part of pop culture makes a lot of sense, and I thought a collaboration with a great, iconic American brand would be epic.”
Becky Anderson, senior licensing manager, Coca-Cola North America, said the year-in-the-making collaboration leans on the two brands’ universal appeal and shared ties to popular culture. The collection was intentionally designed to be both comfortable and versatile.
“These pieces can be dressed up or dressed down and are perfect for the spring and summer season,” she said. “We wanted to nod to the styles many of us remember from the ‘80s, but expand the collection with a more relevant expression for today’s youth.”