Denim brands are kicking off the summer with collaborations that tap into the unwavering consumer interest in all things nostalgic.
Lucky Brand teamed with Coca-Cola on a limited-edition capsule collection that nods to the beverage’s all-American heritage. With the tagline “classic Americana for everyone,” the collection includes retro summer staples like a baseball jersey, camp shirt, mechanic shirt and tees, each adorned with vintage-inspired Cola-Cola graphics, patches or embroidery.
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A gender-neutral jean jacket and women’s high-rise mom shorts feature laser-printed Coca-Cola logos. A ’90s midi short, made with cotton and hemp, is accented with the soda brand’s signature red swirl on the back pockets. Faded blue Coca-Cola logos decorate a pair of white denim overalls.
Baseball caps and tote bags round out the assortment which retails for $39.50-$140. The collection is available exclusively at Lucky Brand stores and on the brand’s e-commerce site.
Tommy Hilfiger teamed with the Keith Haring Foundation, the owner of the international copyrights to artwork by the famed New York City artist, to create a 30-piece Tommy Jeans capsule collection.
Called “Welcome All,” the collection combines Haring’s unmistakable graphics illustrated in garment-dyed, sun-bleached, and washed-up treatments with Tommy Hilfiger’s relaxed and preppy styles.
Key pieces include a wool varsity jacket with “dancing dog” badges up its leather sleeves and a unisex denim jacket with a patchwork of Haring’s dancing figures. Other dual-gender items include graphic T-shirts, sweatshirts, joggers, terry shorts and a coach’s jacket. The line also includes a mesh long-sleeve top and a slip dress.
The collection is available at select Tommy Jeans stores and wholesale partners and on Tommy Hilfiger’s e-commerce site.
It arrives as “Art is For Everybody,” an exhibition of Haring’s work, begins at Los Angeles-based gallery, The Broad. Over 120 works and archive materials will be shown exploring Haring’s vibrant use of color and energetic linework will be on display through Oct. 8, 2023.
