# Soda-Branded Workwear Coca-Cola Taps clothsurheon to Develop New Workwear Clothing Capsule By Niko Pajkovic | Published 2022-10-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/clothsurheon References: [hypebeast](https://hypebeast.com/2022/10/clothsurgeon-coca-cola-collaboration) & [coca-cola](https://www.coca-cola.ca/) Fashion designer Rav Matharu (aka clothsurtheon) is known for his unique reconstructed and [upcycled garments](https://www.trendhunter.com/trends/louther-x-carhartt-wip-fw25). Today, the designer announced a new partnership with [Coca-Cola](https://www.trendhunter.com/trends/social-club-x-cocacola), which will see Rav Matharu and the beverage giant collaborate to launch a [limited-edition apparel collection](https://www.trendhunter.com/trends/cocacola-converse). For the new clothing capsule, Matharu has drawn from Coca-Cola's archives of old logos and photography. Pieces in the collection include t-shirts, trousers, relaxed-fit jeans, flannels, and a full co-ord set. Balancing this selection of upscale basics are a handful of more experimental pieces, which include items such as melange silk shirts, shorts, and hoodies. The Coca-Cola x clothsuregon collection is now available to shop exclusively at Coca-Cola's flagship store in London, England, which is located in Covent Garden. Image Credit: Coca-Cola ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 76% | Activity: 48% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Upcycled Workwear Fashion:** The partnership between clothsurheon and Coca-Cola indicates a growing trend towards sustainable and eco-friendly fashion, presenting an opportunity for brands to cater to socially conscious consumers. - **Brand Archive Collaborations:** The use of archival material in the Coca-Cola x clothsurheon collection showcases a trend towards repurposing and modernizing vintage brand elements, presenting an opportunity for other companies to reinvent their own archive for contemporary purposes. - **Experimental Clothing Pieces:** The addition of unique and experimental pieces in the Coca-Cola x clothsurheon collection shows a trend towards individualistic and daring fashion, posing an opportunity for brands to push the boundaries and create edgy pieces for the consumer market. ### Industries Being Reshaped - **Fashion Industry:** This trend is most relevant to the fashion industry, particularly for sustainable and eco-friendly brands and those focused on reinventing vintage styles and materials. - **Beverage Industry:** More companies in the beverage industry can collaborate with fashion designers like Coca-Cola to create unique and stylish limited-edition collections to generate brand awareness and affinity. - **Retail Industry:** Retailers that offer exclusive apparel collections like Coca-Cola's flagship store in London offer consumers a unique shopping experience and provide an opportunity for retailers to differentiate themselves from competitors. ## Related on Trend Hunter - [Collaborative Holiday Capsules](https://www.trendhunter.com/trends/social-club-x-cocacola.md) - [Streetwear-Inspired Soda Merch](https://www.trendhunter.com/trends/dr-pepper-merch.md) - [Branded Soda Clog Collections](https://www.trendhunter.com/trends/cocacola-x-crocs.md) - [Vibrant Soda-Inspired Footwear](https://www.trendhunter.com/trends/cocacola-collection.md) - [Soda-Branded Casual Apparel](https://www.trendhunter.com/trends/poppi-collaborates-with-target.md) - [Urban Luxe Streetwear Collections](https://www.trendhunter.com/trends/from-the-row-to-the-road.md) - [Beverage Merch Flagships](https://www.trendhunter.com/trends/cocacola-1.md) - [Retro Soda Collab Bottles](https://www.trendhunter.com/trends/sustainable-drinkware.md) - [Collaborative Heritage Sneakers](https://www.trendhunter.com/trends/cocacola-converse.md)