BEAMS | Triple Collaboration Collection: "COCA-COLA × HUMAN MADE × BEAMS"
FASHION / NEWS
August 7, 2015

BEAMS | Triple Collaboration Collection: "COCA-COLA × HUMAN MADE × BEAMS"


BEAMS


Designs Drawn from NIGO®'s Vast Private Collection


The "COCA-COLA×HUMAN MADE×BEAMS" Collection



HUMAN MADE, a fashion brand helmed by NIGO®, a leading Japanese creator, explores the theme of "fusion of past and future." Coca-Cola, with its 127-year history since its birth in 1886, is loved worldwide across eras and borders. Now, a triple collaboration collection, "COCA-COLA×HUMAN MADE×BEAMS," brought together by these two icons and the familiar BEAMS, was released on Saturday, February 23rd.

Text by KAJII Makoto (OPENERS)





Reconstructing "The Atmosphere That Might Have Been" as Contemporary Fashion



In 2011,Coca-Cola 125th AnniversaryCoca-Cola and BEAMS first collaborated on a "yo-yo" release to commemorate the brand's 125th anniversary. For this second collaboration, BEAMS Creative Director Hiroshi KUBOTA sought the cooperation of NIGO®, a leading Japanese creator, to express the allure of the Coca-Cola brand—which has engaged with global culture through fashion and art—as a contemporary fashion icon. This led to the participation of HUMAN MADE.

HUMAN MADE reinterprets American vintage wear for the modern era through NIGO®'s unique perspective. They have refined Coca-Cola's archival uniforms and novelty items, pieces now considered vintage due to their historical significance.

Notably, the herringbone and stripe textile, famous for its use in Coca-Cola salesmen's uniforms, was recreated by WAREHOUSE, a premier Japanese manufacturer, to replicate pieces from around the 1910s. Produced using techniques closely mirroring those of the era, the textile faithfully revives vintage apparel.



BEAMS x HUMAN MADE 01

BEAMS x HUMAN MADE 02

BEAMS x HUMAN MADE 03




Using this rare textile, HUMAN MADE has not merely reproduced uniforms but has created an entirely new collection by reconstructing "the atmosphere that might have been" from various eras into contemporary fashion.

A key feature is the incorporation of designs from Coca-Cola novelties within designer NIGO®'s extensive private collection, for which he is also a renowned collector.

The "COCA-COLA×HUMAN MADE×BEAMS" collection will be available in Japan at BEAMS stores (Harajuku/Shinjuku/Sapporo/Nagoya/Abeno/Fukuoka), the EC sites "BEAMS online shop (http://shop.beams.co.jp/)" and "ZOZOTOWN (http://zozo.jp)," as well as at PRESENT in London, HEAVEN in Canada, and RSVP GALLERY in Chicago.

The official website also features a dialogue video between NIGO® and KUBOTA, an image movie, and portraits of NIGO® and other prominent figures from various fields wearing the "COCA-COLA×HUMAN MADE×BEAMS" collection.

"COCA-COLA×HUMAN MADE×BEAMS" Collection
Official Website
http://www.beams.co.jp/cocacola_humanmade/