PVH Corp owned Tommy Hilfiger is collaborating with The Coca-Cola Co for the launch of limited edition The Tommy Jeans Coca-Cola capsule collection, taking the Sixties slogan “Things Go Better With Coke” quite literally.
The duo announced on Monday that a unique re-edition of Hilfiger’s 1986 styles that were designed for the very first Coca-Cola Clothes collection, under Murjani International, would be launched soon.
Select Tommy jeans stores, wholesale partners and Hilfiger’s e-commerce platform tommy.com will carry the coed Tommy Jeans Coca-Cola capsule collection starting April 5 and the said collaboration will span for a season.
Avery Baker, chief brand officer of Tommy Hilfiger, said, “The Tommy Jeans Coca-Cola capsule collection celebrates an iconic milestone in Tommy Hilfiger’s history.” She called the Coca-Cola collection that was launched in the Eighties “bold, bright and instantly recognizable.”
“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,” Baker said.
Shot by Meinke Klein and styled by Luke Day, the digital campaign for the collection is inspired by the original ad, set against a minimalist background. Adding value to the campaign will be an interview with Hilfiger to be posted across social channels, where the designer will talk about the creation of the original Coca-Cola Clothes.
Championing the colours of the companies, Sweatshirts and T-shirts in royal blue, red, white yellow, teal and sky blue branded with Tommy Jeans and Coca-Cola logo are the highlights of the collection. It also includes red shorts with white logo side panel; red, blue & white T-shirt; basic white T-shirt in five hues on the back; red & white zip front jackets; rugby T-shirt in red and white or blue, white and turquoise colorway, and oversize hoodies inscribed with the allover collage print of Coca-Cola and Tommy Jeans logo. The assortment will be retailed at prices range from $49.90 to $139.
Michelle Moorehead, general manager, global licensing and retail for The Coca-Cola Co., added, “This contemporary expression of Tommy Hilfiger’s original collaboration with Coca-Cola brings these iconic designs into focus for a new generation. Our brands’ shared commitment to authenticity and optimism shines throughout this collection.”
