A brand new initiative by Coca- Cola Africa is bringing popular culture and fashion together in thediverse voice that is uniquely South African.Recently Coca- Cola Africa unveiled Coke Threds, a first of its kind apparelc ollection. Rooted in the brand purpose of bringing people together, CokeThreds is a design collaboration with local micro labels .
“CokeThreds provides a way for us to tell a Coke story through the lens of fashion so that we can connect with teens in an authentic Coke way,” says Coca-Cola Marketing Manager, Michelle Cloete, “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.”
The fourdesigners all boast distinct designaesthetics but come together through Coca-Cola in the form of Coke Threds. RichMnisi, SGOD, Sol- Sol and Maylee have officiallycollaborated with Coca- Cola Africa for this youthcentric fashion campaign.
Meet the designers
His self-named brand is synonymous with global modernity executed with a locally cultural relevance. Having broken into the industry in 2015, Mnisi’s designs have developed at an exponential rate and have managed to grab the attention of local and international audiences. He has made appearances in Marie Claire, ELLE, Financial Times,Vogue China, Vogue Russia, Bella Nigeria, GQ as well as Mail and Guardian to name a few. Most recently,South African export and global powerhouse Black Coffee wore an original Rich Mnisi on the cover of GQ- a career highlight for the young designer.
On the Coke Threds project he says,
“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 MNISI
brand and we share that same enthusiasm.”
S.G.O.D (Styla Gang Original Designs) is a streetwear brand established in Soweto in 2012 by Mpho Makua and Itumeleng Risenga. Theapparel is a graphic sportswear label that bridges the gap between high-end fashion and streetwear. Over the years, the company has developed a distinctive approach to marketing and promotion which resulted in an impactful mark in the youth culture space.The designs, renowned for bold typography and colours, have 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 tearsCoke has always been there. So when the opportunity to work with the brand came, STYLAGANG saw it fit for us to show the world that Coca- Cola is more than just a refreshment beverage, says Mpho Makua, “For us it’s something you can always count on when the spirit of togetherness is shared. Coca- Cola is affiliated with bringing people from different backgrounds together and weas STYLAGANG pride ourselves on having the ability to develop a new sense of unity in the youth especially the youth in our townships,” Makua commented.
Maylee is a contemporary Cape Town based womenswear label that consciously blurs the lines between streetwear and high fashion founded by Melissa Kieser. Cool laid-back silhouettes in beautiful rich fabrics and sophisticated silhouettes in typically street-casual and affordable fabrics play on the theme of contradiction, mixing highs and lows throughout her collections. Seemingly with something for everyone, the product jumps from toned- down muted colours to loud and over the top prints at times.
Melissa Kieser shared
the importance of brand synergy in partnerships, “A lot of our Maylee ideals
are all about being young and cool and so is Coca- Cola!”
SOL-SOL is a local menswear label that believes in good quality basics with a focus on fit, fabric and design. The Cape Town based label walks the line between menswear and streetwear blending clean silhouettes with muted colour tones. Coupled with that are a combination of bold prints with subtle detailing.
When asked about his work with Coca-Cola on the Coke Threds project, Mathew Kieser said,“Coca- Cola is pop culture, and in 2018, more than ever, so is streetwear. This collaboration made sense to us on all levels.”
TheCoke Threds 2018 collection are available for purchase at the following locations: