Nigo, the designer who created streetwear as we know it with A Bathing Ape, is renowned for his obsession with all things vintage Americana, and that definitely includes classic Coca-Cola memorabilia. So, in a partnership that makes more sense than Coke and burgers, the revered Japanese store Beams brought in Nigo and his new brand Human Made to research and reinterpret Coca-Cola workwear and uniforms from the early 20th century. The resulting Coca-Cola x Human Made by Beams capsule collection celebrates the legacy of America's greatest export with clothes that represent the aesthetics and sartorial qualities of the time.
One thing you may not know about Nigo (besides that he was a yo-yo champion) is that he's an avid collector of Coca-Cola memorabilia, and he pulled from his personal collection to inspire and reinterpret for this project. Since his youth, he's been sitting on an impressive wardrobe of vintage Coke-wear, saying "I have been wearing Coca-Cola since back in high school - be it vintage tees or my retro red Coke leather jeacket, which is one of my most prized possessions."
The capsule collection may hark back to wholesome images of the Coke delivery man on Main Street, America, but we can easily see a Japanese streetwear star rocking the Shop Coat in Daikanyama; a steezy Italian capo layering up with the Work Jacket; or a downtown NYC scenester draped up in the Jodhpur Shorts and vintage Coke Cap. One thing's for sure - when forces like Nigo and Coca-Cola collide, it's gonna pop off. We hit up Nigo to hear more about the collection, which will be in Beams today and in Haven, RSVP Gallery, and Present shops and online later this month.
Interview by James Harris (Dr_TacoMD)
I collected all the yo-yos. Not just the Coke one, but also the Sprite and Fanta ones. I still do a mean 'Rock the Baby' and 'Walk the Dog!'