FACETASM's New Capsule Is Inspired by Coke’s Iconic “It’s the Real Thing” Campaign
Season: FW19
Key Pieces: The multi-paneled, Coca-Cola Mix Big Hoodie is an eye-catching piece that expresses Ochiai’s affinity for layering materials and genres.
Release Date: From July 27, the capsule collection will be available for purchase at FACETASM Omotesando, the FACETASM e-store, and 11 other stores throughout Japan. From July 10, the collection will drop at Selfridges in London; I.T. in Hong Kong; and Isetan in Tokyo.
Buy: FACETASM e-store
Editor's Notes: As part of its Fall/ Winter 2019 line, Japan's FACETASM offers up a surprising capsule that takes inspiration from Coca-Cola's archive. The label's designer and founder Hiromichi Ochiai’slook specifically at its iconic “It’s the Real Thing” campaign which launched in 1969 and is celebrating its 50th anniversary this year.
Ochiai’s visited the Coca-Cola Company’s archives in Atlanta, where he immersed himself in 20th-century industrial wear fashions. From it came a 22 piece collection made up of vintage, Coke-inspired tees, hoodies embroidered caps, jackets, shorts, and pants that have been reconstructed for a contemporary context.
While the collection is a clear departure from previous collections, Ochiai has retained his signature style; deconstructing and layering materials and genres in clothing, which here finds expression in the interweaving of the “It’s the Real Thing” iconography within oversized silhouette and gender-neutral style uniforms.
