Carbonated drinks giant Coca-Cola on Thursday launched its first flagship high street fashion store on Long Acre in London’s Covent Garden. The concept store is the brand’s first in Europe and would stock Coca-Cola branded merchandise, limited edition apparel and exclusive designer collaborations. It already has similar stores in the US.
The London store features a range of streetwear and workwear, besides "sustainable" clothing and accessories made from recycled Coca-Cola bottles. The brand launched the latter in 2013.
The store will also feature fashion collaborations with leading UK-based and global designers such as Soho Grit, Alma de Ace, BAPE, Herschel, Staple, BE@RBRICK and others.
Visitors will experience the so-called "Real Magic" of Coca-Cola, shopping limited-edition collection drops, and adding a "personalised touch to cans" at the customisation centre. A range of fashion accessories such as hats, bags, tech accessories and reusable drinkware would also be available.
Michelle Moorehead, Vice-President for Licensing and Retail, Coca-Cola Company, said: “We have opened the doors in London to our first new concept store in Europe. This store is a chance for us to provide Coca-Cola fans with a premium array of fashion and collectibles, and fresh ways to experience our drinks. Through a collection of products made from recycled materials, it also gives us a great opportunity to share our sustainability commitments with people and bring them with us on our journey to a World Without Waste.”
Since the early 2000s, Coca-Cola has been criticised worldwide over health effects, environmental issues, animal testing, economic business practices and employee issues. In 2013, the Joint Parliamentary Committee (JPC) investigating pesticide contamination in soft drinks and beverages corroborated the findings of the Centre for Science & Environment (CSE) that Coca-Cola and Pepsi brands contained hazardous pesticides.
More recently, at a pre-match press conference for UEFA Euro 2020, Portuguese football star Cristiano Ronaldo was displeased with the fact that two Coca-Cola bottles were kept in front of him. He moved the bottles aside and encouraged people to drink water instead. Following the incident, Coca-Cola's market value slumped $4 billion and its shares dropped 1.6%.
