Coke clothing range hits high street

Coca-Cola’s new range of clothing, Coca-Cola Ware, is being launched in high-street retailers Debenhams and Top Man next week.

A limited edition version of the range has been available at Limehaus and a handful of independent outlets since last week, but it will be rolled out to at least 20 high-street stores from December 13. The full national roll-out, to 500 shops including Allsport, will begin after Christmas.

Plans to launch the collection, which was first shown at the “40 degrees” fashion trade fair in August, were revealed exclusively by Marketing Week early this year (MW January 21).

The 20-piece limited edition capsule range includes individually numbered garments with the Coca-Cola logo in Thai, Taiwanese and Cyrillic.

The full line is available in men’s wear and women’s wear, and features urban-style trousers and skirts, jackets, T-shirts and cinch-back jeans. Prices start at about &£25 for T-shirts.

The range has been produced by Action Apparel under licence from Coca-Cola.

Coca-Cola chairman and chief executive Douglas Ivester has announced that he is to retire in April. The move follows a series of setbacks for the company since Ivester, 52, took over two years ago. Long-serving Coca-Cola executive. Douglas Daft, who was promoted to president and chief operating officer this week, will succeed Ivester next year.

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