A new global marketing campaign called ‘(Re)Collection’ sees Coca-Cola collaborating with Diesel to create a range of garments and accessories specially made with recycled materials. In the Asia region, focus areas for the campaign will be India, China and Japan.
Launched during the Paris Fashion Week, events around the campaign will take place around the world including Tokyo, Shanghai and Beijing.
In India, the collection will be available across Diesel’s retail outlets besides being present via pop-up stores in major cities.
Speaking about the campaign, Coca-Cola company vice president for global licensing and retail Michelle Moorehead said: “We are excited to partner with Diesel on this collection. Not only does The (Re)Collection generate awareness of the importance of recycling in a very approachable way – by showcasing beautiful fashions created from recycled materials – it’s also a collection that celebrates individuality.”
Diesel founder Renzo Rosso said: “As a leading pioneer in denim and casual fashion, Diesel has always been known in the industry as an innovator. The (Re)Collection is a collaboration between two authentic and iconic brands that are both committed to doing business responsibly.
“Inspired by our vision of the future, we are collaborating with Coca-Cola to explore new methods of creating fabrics, whilst challenging ourselves to incorporate recycled materials in our collections.”
Coca-Cola India and south west vice president of public affairs, communications and sustainablity Ishteyaque Amjad added “The (Re)Collection is an innovative platform to showcase the value in recycling by creating beautiful materials with recycled plastic.
“This collaboration is a first of its kind for Coca-Cola and is part of our mission to create a World Without Waste by helping collect & recycle the equivalent of every bottle that we sell by 2030.”