COCA COLA x HUMAN MADE – THAT’S HOW MARKETING IS DONE

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Nigo (the founder of Bape and Human Made) is an avid collector of American vintage clothing and even dedicated his new brand Human Made to the style of this era. Coca Cola always has been present in fashion circles and the popular logo and iconic shape of the small glas bottles have been an inspiration to many artists and designers. Not to mention that the company Coca Cola is representative for the “after world war II generations” in the USA and thus the style Nigo aims to capture with his brand Human Made.

I have been wearing Coco-Cola since back in high school – be it vintage T’s or my retro red Coke leather jacket, which is one of my most prized possessions. I was also the Japan Coca-Cola yo-yo champion back in the 80s, so this collaboration was a long time coming!” (Nigo)

The Coca Cola x Human Made collection was produced in collaboration with the Japanese fashion giant Beams. Even if you don’t care for the designs (like me) it’s still interesting to see how the marketing for this small capsule collection was done. Nigo is a very popular person in Japan and so he knows the big names in Japan’s fashion and design industry. He gave a shirt to Masamichi Katayama (the man behind the architecture company Wonderwall) who promptly wrote on his honeyee blog about it and even made a small video with Shun Sato (loosejoints) filming the making of an installation with Coke cans.

But much more interesting than Nigo’s attempt in creating “sculptures”, is his conversation with Beam’s Men’s creative director Hiroshi Kubo. Two legends of the Japanese fashion industry talk about a project they really seem to care about and that makes this video so damn interesting. Even if it’s only for marketing purposes, I don’t care if they stay on this level quality wise. Maybe I need to give the Coca Cola x Human Made collection a second chance after all …

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The illustrative lookbook shows Nigo himself (first picture in the post), stylist Atsuhi Okubo, Beams press officer Mina Sawada, model Yoshiaki Takahashi, and Beams CEO Yo Shitara.

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