Our Coca-Cola Collab Launch Was Zero Sugar, Full Phat
This season’s edition of Neu York might be over, but we’re still buzzing (or fizzing, we should say) from the launch of the Coca-Cola Zero Sugar x Highsnobiety collab.
Neu York, our extensive multi-media, multi-brand activation that took place during New York Fashion Week included events, pop-ups, parties, product collaborations, exclusive content, and more. Although there was a lot going down over the course of the week, this collab was particularly close to our hearts as it commemorated a significant year for both parties. 2005 was the year that Coca Coca-Cola Zero Sugar went to market and Highsnobiety was founded.
Taking inspiration from the function-focused world of workwear, our collab with the sugar-free soda features a range of staple workwear silhouettes including tees, carpenter pants, dungarees, and work gloves. Each piece features a take on the Coca-Cola Zero Sugar x Highsnobiety co-branded graphic print and utilizes, for the most part, a black, white, and red color palette.
In addition, we enlisted the expertise of RefrigiWear, a supplier of rugged, insulated work clothing, to create a vest and jacket exclusively for the occasion. These two hard-wearing garments feature RefrigiWear’s signature Iron-Tuff® insulation, a highly durable, tried-and-tested material that has been used in sub-zero conditions for over 65 years.
The collaboration launched at the opening night of our Neu York pop-up store. Guests were greeted by a custom-designed Coca-Cola Zero Sugar x Highsnobiety delivery van—a nod to the workwear narrative that underpinned the collaboration. After cruising around the streets of New York, the scarlet red van pulled up at 21 Greene Street and distributed beverages to visitors as they arrived at the pop-up. Once inside, they explored the space, got their collab pieces customized at the patch station, and soaked up the atmosphere and the sounds of DJs Kittysayword and Cosmo Johnson.
If you missed the Neu York pop-up, you can still get your hands on the collab here.
