Jul 20, 2017 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
HUMAN MADE designer NIGO and BEAMS creative director Hiroshi Kubo join creative forces for a new line of Coca-Cola-branded Spring apparel under the HUMAN MADE label.
Anyone familiar with A Bathing Ape creator and Tokyo-based artist Nigo will be well aware of his obsessive infatuation with Americana. As a long-term vintage enthusiast, Nigo most recently brought this attention to his latest venture Human Made, a collection inspired entirely by pre-1950s Americana. Taking his obsession one step further, Nigo partners with longtime friend and vintage Americana connoisseur, Hiroshi Kubo of Beams, for a capsule collection that revives Coca-Cola into what looks to be one of the most sought after capsule collections for S/S 13.
Nigo: “I thought it would be good to revisit Coke as fashion; I wanted to initiate people to be aware of that connection.”
Nigo draws upon his pool of creative talents to deliver a slick promotion film that showcases the collection of old school workwear silhouettes. The video uses a retro filter to highlight the archival qualities of the Coca-Cola memorabilia and Nigo introduces the collection through his archive of vintage Americana — 50s style models (signature of Human Made brand), original Coca-Cola challenge Yo-Yo, and Philco Predicta TVs. Meanwhile, he plans out and perfectly executes a giant HUMAN MADE mural made entirely of stacked Coke, Coke Zero, and Mello Yello cans, highlighting his dedication and devotion to this timeless soft drink.
The ten piece collection includes a shop coat, a workwear shirt and jacket, a coverall, bakerboy cap, preppy shorts, and a range of sweat and tee shirts all produced from ecru reverse railroad stripe. Nigo’s inspiration from Coca-Cola’s early 20th-century artwork is apparent through the archival branding and retro woven badges.
This triple collaborative collection “Coca-Cola × Human Made × Beams” launches on Saturday, February 23rd, 2013 at Beams Japan, so start planning carefully if you want to buy any pieces!
Check out this great video below of Nigo and Hiroshi Kubo in conversation about the project:
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.