DRx Launches Coca-Cola Collection

by Harry Sheff

Coca-Cola has launched a 200-piece capsule apparel collection designed by Darren Romanelli, better known as Dr. Romanelli or DRx.

Coca-Cola by DRx

Romanelli, whose specialty is customizing and rebuilding vintage apparel, created the Coca-Cola by DRx collection of jackets, vests and T-shirts out of hundreds of Coca-Cola uniforms and branded consumer apparel sourced from vintage stores and flea markets.

Coca-Cola by DRx

“Coca-Cola, as a brand, exudes 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 L.A. 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.”

The collection is being sold at Opening Ceremony’s New York, L.A. and London stores, Fruition in Las Vegas, Unknwn in Miami, NoMad in Toronto, Colette in Paris, United Arrows in Tokyo, and Juice in Hong Kong and Shanghai. Prices range from $450 to $1650 for jackets and other pieces. Cut & sewn T-shirts range from $35 to $50.