While lots of lines pretend like they take inspiration from “American heritage”, this just-dropped collaboration between Human Made, BEAMS, and Coca-Cola is workwear’s Daniel Day-Lewis, method-acting the category to perfection.
The Japanese-produced collection is 10 pieces deep, and is inspired — nay, made possible – by the American soda corporation’s indelible mark on global culture. In an interview hyping the release, Nigo & Hiroshi Kubo (Human Made & BEAMS, respectively) explained that it was a mutual affinity for Coke’s vintage promo products (the BAPE founder admits he was a sucker for the company’s yoyos) that drove the creative process.
This intersection of a hyper-recognizable American logo crossed with vaunted Japanese precision spawned everything from a factory-rated jumpsuit; to pinstriped work hats sewn from original fabrics; to soft tees with classic Coca-Cola imagery. Everything is branded with official Coke logos and symbols.
Our favorite piece, though, is the beautiful heather-grey French terry crewneck emblazoned in the soda brand’s classic script.
You can shop the entire collection exclusively at BEAMS’ webstore starting today.