This new fashion line represents what it means to be “street cool”

The Coke Threads collection sees Coca-Cola South Africa join hands with some of the country's most loved design talents to create 4 unique micro labels

0

Depicting Mzansi street coolness as we know it, the four designers have created signature collections influenced by uniquely South African experiences and the beverage brand’s passion for bringing people together, which has always been Coca-Cola’s “thing”.

Coca-Cola marketing manager Michelle Cloete gives members of the media heads up on the new Coke Thred collection

Likewise, the collection is deeply rooted in Coca-Cola’s celebration of tolerance and unity, which the brand is clearly set embrace for years to come given its resounding success in the past. As Coca-Cola Marketing Manager, Michelle Cloete has it, Coke Threads provides a way to tell a uniquely South African story, “through the lens of fashion so that we can connect with teens in an authentic Coke way.” She adds: “It’s an exciting journey of co-creation between Coca-Cola as an iconic brand and fashion designers who are using Coke’s legacy icons to inform their designs.”

Meet the designers

The four designers all boast distinct design aesthetics, which collectively shares the ideals of being young and cool.
First up is the quintessential streetwear designer Rich Mnisi, whose designs are synonymous with global modernity executed with a local cultural relevance. Having broken into the industry in 2015, Mnisi’s sharp eye for fashion has seen him quickly rise to the upper echelon of streetwear locally and internationally, resulting in appearances in the likes of Vogue China and Vogue Russia. Mnisi says of his involvement in the project: “Coca-Cola is a brand we have always been fond of – from the brand aesthetic, enthusiasm and what it stands for. It’s a perfect match for the Rich Minisi brand and we share that same enthusiasm.”

Designer Rich Mnisi gives a keynote address during the launch of Coke Threads in Braamfontein, Johannebsurg

Next up is the stylishly named, S.G.O.D (Styla Gang Original Designs), a streetwear brand established in Soweto in 2012 by the promising design duo, Mpho Makua and Itumeleng Risenga. Renowned for bold typography and colors, the apparel has slowly become a statement brand that represents solidarity and the hustle in a youth relevant way.
“Coke has always been a part of our lives, all of us have a childhood memory of the time Coca-Cola was there to make the moment extra special.
“Whether it was a stokvel, birthday or after tears Coke has always been there. So when the opportunity to work with the brand came about us as Stylagang saw it fit for us to show the world that Coca-Cola is more than just a refreshment beverage,” says Makua.

And for those looking for that one perfect example of effective brand partnerships that feel truly synergistic, look no further than the vision behind the contemporary Cape Town-based womenswear, Maylee. Founded by husband and wife duo Mathew and Melissa Kieser, the brand’s laid-back silhouettes speaks more of Coke’s well-known philosophy that it’s often in the most simple things that we find true happiness.
Last but not least is the Cape Town’s street menswear, Sol-Sol, known for blending clean silhouettes with muted color tones, add to that a unique combination of bold prints with subtle detailing. Explaining what the partnership means to them as a brand (Orphan Street Clothing Shop), founder Mathew Kieser says: “Coca-Cola is pop culture, and in 2018, more than ever, so is streetwear. This collaboration made sense to us on all levels.”

Coke Threads 2018: Mzansi pop culture at its best
Where to purchase the Coke Threds 2018 collection?

The collection is already available at the following locations:

    • Orphan Street Clothing Shop (Cape Town)
    • Dipstreet, Braamfontein (Johannesburg)
  • Styla Gang Original Designs (Johannesburg)
Previous articleThe best budget smartphone for AR gaming and streaming is here
Next articleUnmissable chance for creatives to make their mark on global stages
Tankiso Komane
A Journalism graduate from the Tshwane University of Technology, Tankiso Komane has a vast experience in print & broadcast media business and has worked for some of the country’s biggest daily newspapers, including The Sowetan, The Citizen, The Times, and The New Age. Through her varied work as a journalist, notably as a copywriter for SABC1 (On-Air promotions) and as a publicist for Onyx Communications, she has developed an in-depth understanding of the nature of the media business and how to use it for the purpose of exposure. Her expertise in journalism, coupled with a good reputation, is what laid the foundation of the business philosophy adapted by NowInSA, a subsidiary of LeisureNews Networks.

LEAVE A REPLY

Please enter your comment!
Please enter your name here