Coca-Cola x designer DRx

Darren Romanelli, also known as Dr.Romanelli, has unveiled a new collaboration with Coca-Cola, an apparel collection based on the brands image history. The Coca-Cola collection consists of 200 items, remade biker coats, bomber jackets as well as stitched together t-shirts and is dubbed “Coca-Cola by DRx.” The brand has launched the collection today in selected locations, such as the Opening Ceremony in New York and London, with each store selling eight to ten items from this one-of-a-kind line.

Dr.Romanelli is different from the majority of fashion designers working in the industry. Instead of using new materials and fabrics for his collections, he takes old and vintage pieces from around the world and reconstructs them into something new. For this partnership, Dr.Romanelli has taken a number of the soft—drinks existing clothing pieces and reworked them together with retro uniforms and work wear. According to the designer: “it’s a healthy combination of hiring sourcing experts to scavenge areas around the world, going to swap meets in Southern California and looking online,” to get a collection pulled together. He has been working on this latest collaboration for a year in Los Angeles. According to Dr.Romanelli, he takes “a lot of pride in craftsmanship”, and will wait for the right pieces to come together.

In the past, Dr.Romanelli has collaborations with other brands, such as Converse and Nike. According to Kate Dwyer, head of global licensing for the Coca-Cola Co., the designer “has a passion and affinity for the brand.” The man himself says he has been fascinated with Coca-Cola ever since it was main sponsor of the Olympic Games in Los Angeles, back in 1984.