Highsnobiety
Highsnobiety / Milena Zara (Wegner)

The Coca-Cola Zero Sugar and Highsnobiety collaboration launched with the most stylish of odes to football culture last weekend at the Highsnobiety Store. Located right on the edge of the fan mile, what better place is there to celebrate the collaboration than on home turf?

We invited Highsnobiety's friends and family to HQ to kick things off. Coca-Cola Zero Sugar was, naturally, present in the drink selection for the evening as well. Guests sipped on a range of cocktails crafted using Coca-Cola Zero Sugar, and got the chance to loosen up for the music for the evening, brought by Anaïs and Helina. The music was upbeat and fast-paced, and kept the crowd moving throughout the night.

Highsnobiety / Milena Zara (Wegner), Highsnobiety / Milena Zara (Wegner)

After a boogie, anyone needing a well-earned refuel tucked into the event's menu was a testament to classic stadium cuisine, such as miniature pies branded with the Coca-Cola logo, and bratwursts served in a barbeque sauce that incorporated a Coca-Cola Zero Sugar reduction as a base.

At its heart, the collection celebrates football as a unifying cultural phenomenon and emphasizes the personal rituals of football players and fans. Whether you’re on the pitch or in the stands, everyone at the games channels something higher to get the best results for their team.

Highsnobiety / Milena Zara (Wegner), Highsnobiety / Milena Zara (Wegner)

Coca-Cola Zero Sugar and Highsnobiety elevate football apparel by reimagining classic styles through a modern fashion lens, blending the sport's rich graphic heritage with contemporary design elements. It’s stepping into a world that indulges the often absurdist and quirky parts of football culture that bring us to our own cherished lucky charms and superstitions.

These symbols—represented in the collection by the likes of four-leaf clovers, lucky sevens, and horseshoes—are featured prominently in the designs through all-over prints and embroidery. The collection's untraditional but surprisingly familiar looks successfully merge traditional football motifs with fresh, unexpected elements.

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Feeling like putting your own luck to the test? Enter our competition for a chance to win an amazing Coca-Cola football experience (trust us, it's really, really good). All you need to do is purchase any item from this exclusive collection, scan the QR code on the label with your smartphone and follow the instructions. The competition is open until June 26.

Shop the full collection here.

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