A custom Coke x fashion experience with Rich Mnisi, SGOD, Sol-Sol and Maylee.
Words: Annette Minaar| Images: Supplied
Coke Threds, a brand new initiative by Coca-Cola Africa, is the first of its kind fashion collection. The youth-centric fashion campaign brings together popular culture and fashion in a diverse, uniquely South African voice with the help of local fashion designers.
“Coke Threds provides a way for us to tell a story, through the lens of fashion, so that we can connect with teens in an authentic Coke way,” says Coca-Cola Marketing Manager, Michelle Cloete, “It’s an exciting journey of co-creation between Coca-Cola as an iconic brand and fashion designers who are using Coke’s legacy icons to inform their designs.”
Here’s more on Rich Mnisi, S.G.O.D, SOL-SOL and Maylee — the four designers who have collaborated with Coca-Cola Africa to bring us the Coke Threds collection, now available on Superbalist.
“Coca-Cola is a brand we’ve always been fond of — from the brand aesthetic to the enthusiasm and what it stands for.”
Rich Mnisi is synonymous with global modernity executed with local cultural relevance. Having broken into the industry in 2015, Mnisi’s creative influence has developed at an exponential rate and have managed to grab the attention of local and international audiences. He has appeared in Marie Claire, ELLE, Financial Times, Vogue China and Russia, Bella Nigeria, GQ as well as Mail and Guardian to name a few. Most recently, South African export and global powerhouse Black Coffee wore an original Rich Mnisi on the cover of GQ — a career highlight for the designer.
“Coca-Cola is affiliated with bringing people from different backgrounds together and we as STYLAGANG pride ourselves on having the ability to develop a new sense of unity in the youth especially the youth in our townships.”
S.G.O.D, Styla Gang Original Designs, is a streetwear brand established in Soweto in 2012 by Mpho Makua and Itumeleng Risenga. The apparel is a graphic sportswear label that bridges the gap between high fashion and streetwear. Over the years, the brand has developed a distinct approach to marketing and promotion, which has resulted in an impactful mark on the youth culture space. The designs, renowned for typography and bold colour, have become a statement brand that represents solidarity and the hustle in a youthful way.
“A lot of our Maylee ideals are all about being young and cool and so is Coca- Cola!”
Maylee, founded by Melissa Kieser, is a contemporary Capetonian womenswear label that consciously blurs the lines between streetwear and high fashion. Seemingly with something for everyone, the garments effortlessly jump between toned-down muted colours and loud and over the top prints.
“Coca-Cola is pop culture, and in 2018, more than ever, so is streetwear. This collaboration made sense to us on all levels.”
SOL-SOL is a local menswear label that believes in good quality basics with a focus on fit, fabric and design. The Cape Town based label walks the line between menswear and streetwear blending clean silhouettes with muted colours. Coupled with that are a combination of bold prints with subtle detailing.