Global – The fashion brand has teamed up with Coca-Cola for a capsule collection that can only be purchased by photographing a recycling bin.
The (Re)Collection is a new line of apparel from Coca-Cola and Diesel that incorporates recycled materials such as cotton and PET textile derived from plastic bottles. The range merges Diesel’s streetwear aesthetic with the drinks brand’s iconic logo, and includes t-shirts, tracksuit bottoms and hoodies.
Diverging from typical hype retail channels such as a pop-up shop or e-commerce drops, those who wish to get early access to The (Re)Collection must use their phones to scan the recycling logo found on recycling bins around the world, which then unlocks access to a microsite where they can buy the garments.
In our macrotrend Resilience Culture, we explore the potential for Enigma Brands – labels that eschew frictionless paths to purchase by instead challenging customers to go off the beaten track to acquire their products.