Prior to viewing the collection, Dr. Romanelli recommends listening to “Diagnosis”, a special Coke-inspired remix by Alchemist and himself…
Dr. Romanelli, aka DRx, is the latest designer to author a new page in Coca-Cola’s 127 year-old legacy of creative design. Romanelli – inspired by his own collection of retro Coke clothing, hand-picked from flea markets and vintage stores in his hometown of LA – is launching the 200 piece Coca-Cola by DRx collection, replete with his signature bomber and biker jackets, vests, and cut-and-sew T-shirts.
DRx’s fit with Coca-Cola is authentic; his aesthetic is a mix of American heritage and modern street-wear. That, coupled with his appreciation of patchwork Japanese designers like Jun Takahashi and Junya Watanabe, inspired his new collection of ultra-wearable staple pieces, which is accented with flashes of his signature, vibrant, Coca-Cola collages.
Each of the 200 pieces is a bespoke item pieced together from multiple Coca-Cola garments sourced from DRx’s go-to vintage stores in LA, including the Pasadena Rose Bowl. His retro finds span a period from the 1960’s to 90’s. Romanelli says, “what is new becomes old, and what is old becomes new; and what was conventional and common instantly becomes iconic and rare”.
“Coca-Cola, as a brand, has always exuded such a positive aura – something that has resonated personally with me ever since Coke’s role as a title sponsor at the ’84 Olympics in LA. To have the opportunity to bring my own energy to that aura, and to explore new paths within the brand’s historic design labyrinth, is absolutely a dream come true. It’s equal parts retrospection and innovation.”
DRx, known for his ability to re-animate vintage clothing, is the latest designer to continue in the tradition of re-creating this most storied brand, while making Coke as relevant as ever with a global style audience. “Through these collaborations, the world’s most valuable beverage brand lends its design legacy as a muse. By offering access to its vast vault of vintage designs, it inspires talented individuals to re-conceive Coca-Cola in unique renditions”, says Kate Dwyer, Head of Global Licensing.
The Coca-Cola by DRx collection is now available in stores across the globe, such as Opening Ceremony in NY & LA, Colette in Paris and United Arrows in Japan.