D2C brand Bewakoof partners with Coca-Cola to launch exclusive merchandise

Mumbai-based direct-to-consumer (D2C) apparel brand Bewakoof today said it has partnered with US-based Coca-Cola to launch an exclusive merchandise range including fashion apparel like joggers, T-shirts, footwear -- flip flops, slippers, and backpacks for men, women, and all gender.

The announcement comes two weeks after it raised Rs 60 crore in funding from InvestCorp, IvyCap, and Spring Marketing Capital.

Since its inception, Coca-Cola has amassed unprecedented cultural cache and is undeniably among the most recognized & culturally important brands in the world, the company said in a statement.

Speaking on the development, Prabhkiran Singh, Founder & CEO, Bewakoof, said: “Coca Cola is one of the few global brands which is as relevant as it was a century ago. Most of us have grown admiring and launching their collection for our customers is an absolute delight. Our brand has always stood for expressions and we believe Taste the Feeling is such a powerful expression that it has taken the brand Coca-Cola beyond being a beverage brand.”

According to the company, Bewakoof's partnership with Coca-Cola will be promoted across all the digital platforms. The designs on the products have been inspired by Coca-Cola’s bold Red, white and black colors. They are inspired by classic Coke bottles, which is nostalgic to Coke’s fans here who love a retro touch in their wardrobe also. Both the brands are great tastemakers, it said.

Amit Mahajan, Director: Design & Buying, Bewakoof, said: “Coca-Cola is one of those brands that inspire emotions of happiness. Little moments of joy are how people see Coca-Cola as a brand. And we at Bewakoof believe in spreading smiles through our unique humor.

"Hence, in this collection, we tried to bring to life some of the things people love about both of the brands – self-expression and fun. We stand by the vision of spreading hope and positivity, which our consumers will enjoy sharing with their friends and family," he adds.

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