There’s no denying that Coca-Cola is iconic. From the logo to the bottle to the ‘Holidays Are Coming’ advertising, it has ingratiated itself into American and world culture. But, would you want to wear it?

Coco-Cola, the $40 billion business has seen revenues stay pretty much static over the last decade and its diversification into other food and beverage areas – Costa Coffee, Innocent, Smartwater – is well documented.

Clearly eyeing the potential of collaborations, and wondering why Coke has sat back and watched as the world has been inundated with numerous fashion collections from other iconic American brands such as Disney, Barbie or KFC, somebody at Atlanta HQ had the unenviable task of making Coke the new Disney. (Indeed Coca-Cola and Disneyland Paris collaborated on a limited edition collection earlier this year, see main image).

In April, this year, a flagship store, the first of its kind in Europe, was opened in Covent Garden hoping to provide consumers with a ‘Real Magic’ retail experience. Shoppers had the opportunity to buy Coca-Cola limited-edition apparel collections, exclusive designer collaborations, and sample unique Coca-Cola serves at the ‘Beverage Bar’.

The Coca‑Cola store’s exclusive clothing collections included a range of sportswear and workwear as well as a sustainable apparel and accessories collection made from recycled plastic. Fashion collabs. included Soho Grit, Alma de Ace, BAPE, Herschel, Staple and