Coca-Cola Zero Sugar and Highsnobiety went all in (and out) this year, hosting three events in three major cities – New York, London, and Paris. 2005 marked a joint anniversary for both brands, the year when Coca-Cola Zero Sugar hit the market and when Highsnobiety was founded. From a merch collection, big parties and VIP dinners, there’s not much left to say other than our collab with Coca-Cola Zero Sugar was strikingly red, rad and NOT full of sugar.
The celebrations kicked off at Neu York, Highsnobiety’s pop-up store on 21 Greene Street with the release of a full apparel collection of 12 workwear pieces sporting red graphics and, obviously, the Coca-Cola Zero Sugar logo. Inspired by the classic Coke delivery uniforms, the collection included a workwear jacket, gilet and dungarees perfect for everyday wear. Partnering with American brand RefrigiWear, the collection also included exclusive vests and jackets perfect for winter, and to top it all off, a custom Coca-Cola Zero Sugar x Highsnobiety delivery van made an appearance for that extra sweet touch. Talk about setting a solid base for the next exciting destination!
Hopping across the pond, the following stop was, of course, London. Heading into Shoreditch, one of the city’s most exciting cultural hubs, the collab took over BoxPark for a night of music and food in true British style. In case you needed a bit of background on why both brands joined forces, a panel discussion took place to answer all your burning questions. The event ended with an electrifying performance by Redlight and Heartless Crew to really bring that UK energy front and center.
Last but not least as Fall rolled in, October saw the pair combine their successes of the two previous events to have a more intimate finale in Paris. Rather than a big takeover, the last installment of the activation was low-key, with a private dinner at a warehouse in the heart of the city.
Coca-Cola is something we can all relate to, from the ‘psst’ sound as the bottle opens to the ‘ahh’ you make after taking your first sip. The collab may seem unexpected, but it’s full-on creativity, full-on fun, and zero-sugar full-on phat.
Find out more about the collaboration here.
