Background Designer Hiromichi Ochiai founded FACETASM in 2007. The brand name “FACETASM” is a neologism of the word “facet” which refers to one side of something many-sided. The side of the one object and the back of that same object might have a totally different meaning. For the brand, it means “we don’t want to stick to any rules. We always aim for a new face, and take pride from our own set challenge”. FACETASM’s goal is to create clothes that move people’s hearts, and allow those people to have fun. 「FACETASM x COCA-COLA CAPSULE COLLECTION」 Taking inspiration from vintage Coca-Cola vendor wear and the 50th anniversary of Coke’s iconic “It’s the Real Thing” campaign, Japanese label FACETASM is unveiling a new capsule collection – FACETASM x Coca-Cola capsule as part of its fall/ winter 2019 line. The collection is available at I.T Pop-up Store in Causeway Bay from 10th Jul 2019 The FACETASM x Coca-Cola capsule is inspired by designer and founder Hiromichi Ochiai’s visit to The Coca-Cola Company’s archives in Atlanta, where he immersed himself in 20th century era industrial wear fashions. The 22 piece collection - featuring tees, hoodies embroidered caps, jackets, shorts and pants - reconstructs looks of the time in a modern day context. The collection also draws directly from Coke’s “It’s the Real Thing” campaign, which launched in 1969 and is celebrating its 50th anniversary this year. The work wear inspiration is reflected in the collection’s bold green and red color ways; oversized silhouettes; gender-neutral style uniforms; artisan stitching patterns common to the prewar era; as well as in the playful mixing of fabrics. The collection retains Ochiai’s signature style of deconstructing and layering materials and genres in clothing, including the interweaving of the “It’s the Real Thing” iconography, to create something new - something that marries well with the Coca-Cola brand. Hiromichi Ochiai says, “Coca-Cola is loved by everyone and collaborating with such a brand is a big opportunity for FACETASM. It enables us to show our collection to an even larger audience. This project is a mashup of street and luxury. We hope consumers enjoy the vibe created by the two totally different companies coming together on this collaboration.” Kate Dwyer, Group Director Global Licensing, states “the collaboration between FACETASM and Coke is unique in that it speaks across genres. The style details and values it reflects make it an “AND” collection. It’s runway AND street. It’s iconic AND modern. It's aspirational AND accessible.” “Hiromichi’s passion for the brand as well as his signature style of drawing inspiration from vintage elements to inform his contemporary design makes him the perfect partner for Coca-Cola,” says Misako Kiyota, Senior Licensing Manager for The Coca-Cola Company. “This collection showcases shared values around authenticity, optimism, inclusiveness and playful expression in a way that is new, exciting and authentically Coke.