The Coca-Cola Company opens its first flagship fashion store in London, and this is also the first in the whole of Europe. The high street fashion concept store has been built in the city’s Covent Garden.
As per The Independent, Coca-Cola, which is known as a beverage brand, has introduced branded merchandise featuring its own name. The outlet has been stocked with limited edition apparel as well and will be selling items created via exclusive designer collaborations.
The American carbonated soft drink company launched its fashion shop in London on Thursday, April 28. Fans and customers can find a wide range of streetwear and workwear in the store. There will be eco-friendly clothing pieces and accessories that are made from recycled Coke bottles.
Moreover, Coca-Cola collaborated with some of the talented global designers to create its merchandise and apparel being sold in its London store. Some of the designers are UK-based, and they are Soho Grit, Herschel, BAPE, Alma de Ace, Staple, and BE@RBRICK.
The company said that more collaborative pieces with other designers are also arriving in the coming months. Fans can expect an exclusive fashion collection designed in partnership with the popular jeans brand, Lee. Thus, there will be denim jackets, jeans, and boilersuits.
While this is the first Coca-Cola store in Europe, the company already has existing similar retail outlets in the United States. In particular, the shops are operating in Atlanta, Las Vegas, and Orlando.
“We have opened the doors in London to our first new concept store in Europe. This store (London) is a chance for us to provide Coca-Cola fans with a premium array of fashion and collectibles, and fresh ways to experience our drinks,” The Coca-Cola Company’s vice president of licensing and retail, Michelle Moorehead, said in a statement.
She added, “Through a collection of products made from recycled materials, it also gives us a great opportunity to share our sustainability commitments with people and bring them with us on our journey to a World Without Waste.”
Finally, the new Coca-Cola fashion store will also have a customization corner where customers can design cans with their names and include a special message. These can be given as gifts or for personal use.