This summer we’ve launched a unique fashion collection designed by stylish streetwear brand HYPE. We caught up with them at the #HYPEXCOKE pop-up in Shoreditch to find out more about the collaboration.

Coca-Cola is no stranger to fashion. Last year we unveiled a capsule collection of underwear and easywear with Tezenis, and an apparel collection with Italian fashion brand PINKO. This year, we’re going street smart by teaming up with cool streetwear brand HYPE.

HYPE are known for their statement prints and loud patterns. They’re hugely popular with teens and twenty-somethings, as well as trend-setters like Harry Styles and Cara Delevingne.

This refreshing HYPE X COCA-COLA collaboration combines 2017’s fashion trends with the classic Coca-Cola brand and includes caps, shirts, dresses, jackets, bags and badges. Fans were given a first look at the collection at an exclusive one-day pop-up in Boxpark, Shoreditch.

Crowds outside the HYPE X COCA-COLA pop-up at Boxpark, Shoreditch

We asked HYPE. what their inspiration is, who their famous fans are and what’s coming up next from the brand:

What was the inspiration behind HYPE.?

HYPE. was never planned to really be anything, it was more set up to be part of something. We never had any expectations of it reaching the popularity that it has, and in all honesty, it was a decision that snowballed out of control to become what it is today.

Are you big Coca-Cola fans? How does it feel to collaborate with the brand?

Coca-Cola being the brand it is, I think it’s very hard not to be fascinated and in awe of it. We really appreciate the brand values, which align perfectly with ours. Collaborating with Coca-Cola is a great milestone for us; it’s always great to work with likeminded brands that are willing to give us the creative freedom to create something special. It was also amazing to do our own Coca-Cola glass bottle – that’s one for the grandkids!

How did the collaboration with Coca-Cola come about?

Coca-Cola noticed the HYPE. brand from some of our other recent collaborations with the likes of The Simpsons, Barbie, Ninja Turtles and Pokémon. They got in touch with us and we met together in London to etch out some plans for the collection.

What was the process behind creating the Coca-Cola merchandise?

With this collection, we really wanted to keep it core to the Coca-Cola brand, so we kept the colour pallet limited to iconic Coca-Cola colours. We then researched into some special fabrics for our cut and sew pieces, such as the iridescent red for the Coca-Cola logo coach jacket. Before the final collection was selected, we went through multiple ‘select and reject’ sessions and eventually came up with the final offering.

Which is your favourite item from the collection?

Without a doubt, it would be the shealing lined iridescent coach jacket. It’s just the perfect magpie piece.

What’s the secret to your success?

Keeping it fresh for sure. Never being scared of standing out. Trying new things and innovating the product. Also, our carefree, fun and optimistic brand values.

What’s your favourite trend right now?

The Pastel Trend for sure! We weren’t really one for the whole Band thing.

Which famous faces are massive HYPE. fans?

Jay-Z, Cara Delevingne, 50 Cent, Harry Styles, Rudimental, Jadakiss, Jack Garratt, and Ed Westwick, to name a few.

What can we look forward to next from HYPE.?

Our main focus this year is to develop our denim offering and open stores across the UK.

The Hype x Coca-Cola collaboration is available buy in stores and online. Browse the full collection.