Coca-Cola used old marketing materials to promote a modern new initiative on Tuesday.
The iconic soft-drink brand partnered with streetwear designer Darren Romanelli—better known as Dr. Romanelli or DRx—to create a limited-edition fashion collaboration. Romanelli used clothing items from flea markets and vintage shops around the world to create the 200-piece collection of one-of-a-kind bomber jackets, vests, and shirts, all stitched together from multiple garments and decorated with the iconic Coca-Cola logo.
Exposure produced a pop-up gallery in the sixth-floor event space in the New Museum to host a day of meetings with fashion editors and an evening cocktail party, where guests could get T-shirts screen-printed on site with vintage Coca-Cola marketing slogans and graphics.
The gallery showcased items from the Dr. Romanelli collection as well as marketing materials from the Coke archive in its Atlanta headquarters, including ads from the 1950s, paper cups from the 1930s, bottle openers from the 1910s, and glass bottles from 1888.
