Coca Cola x Diesel ReCollection – Signs of Conscious Fashion Or Serious Greenwashing?
Coca-Cola has joined forces with the Italian apparel label Diesel, has to create and launch a new capsule collection made from recycled plastic bottles. According to a Coca-Cola spokesman, the initiative aims to raise awareness about the value of recycling.
Titled Diesel’ ReCollection’, the new line is made mostly from a blend of recycled coca-cola bottles and recycled cotton. The capsule collection includes 12 different types of clothing.
It contains a unisex jacket with red stitching and Coca Cola logo, denim work pants, a jersey tracksuit with zipper, t-shirts, swimsuits, and hooded sweatshirts.
“We are excited to partner with Diesel on this capsule collection of recycled apparel. Diesel’ ReCollection’ line shows the importance of recycling straightforwardly. It has allowed the brand to showcase fabulous fashions creation made from recycled bottles,” said Michelle Moorehead, VP of Retail at Coca-Cola.
Diesel’ ReCollection’ line has been introduced to the public this week at the Paris Fashion Week. The next destinations are London, New York, Berlin, Tokyo, Shanghai, Beijing, Amsterdam, among other key cities.
“You’re looking at two authentic and iconic brands, both committed to greater accountability. We are collaborating with Coca-Cola to explore new methods of creating fabrics. We seek to incorporate recycled materials in our collections, and this is a vision of the future both companies have,” added Renzo Rosso, founder of Diesel.
If interested to buy before Diesel ReCollection show arrives in your city, is worth knowing that all pieces will be available on Diesel.com website from the 7th of October.
“The collaboration with Diesel is first of its kind for Coca-Cola and is part of our ‘World Without Waste’ mission. We want a better and cleaner world, and by helping collect and recycle the equivalent of every bottle that we sell by 2030 we will achieve that,” completed Ishteyaque Amjad, VP of Public Affairs and Sustainability at Coca-Cola Asia.
And so far, it seems that the goal of both brands with the Diesel ReCollection is simple; educate consumers about the importance of recycling!
Or…is it? The initiative didn’t go without criticism. Some disagree with Diesel founder Renzo Rosso comment that Diesel and Coca Cola are innovating with the Diesel ReCollection:
“The advert is very clear about the brand’s intention. It says, ‘this is the best way to enjoy a bottle of Coca-Cola’. It is constructed to get more people to buy Coca Cola, rather than doing good.” argued Maria, a digital marketing expert with 15 years of experience.
And the criticism goes on:
“I used to love Diesel. But this idea of converting recycled plastic into textiles and market it as innovative technology is too much. Diesel is used by Coca Cola to perpetuate the practice of creating and selling billions of plastic bottles all over the world”, said Mark, ex Diesel employee turned sustainability advocate.
“It is blatant greenwashing. It is another excuse for making more plastic bottles, as now, they recycle them for fashion. In fact, it is more about selling more sugar and brainwashing the younger generation,” said Giles from London.
The same concerned and unconvinced vibe can be felt online. Many argue that if Coca-Cola wanted to innovate – for a better and cleaner future – they could have changed the packaging. Instead, they are ‘using’ the Diesel ReCollection as a platform to make drinking Coca Cola and thus, plastic pollution, cooler.
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Diesel & Coca-Cola partnership on a capsule collection of 12 different types of apparel, made from recycled coca-cola plastic bottles. 🍶👗👖 Some called the announcement ‘an obscene PR stunt’, others ‘a good-is day for the environment but a sad day for fashion’. ⁉️ Your take on this, please🤗😎 . . . . . . . . . . . . #DieselxCocaCola #dieselfashion #cocacolaxdiesel #consciouslifestyle #ethicallifestyle #sustainablefashion #ethicalfashion #fairtradefashion #climatechange #climateemergency #climatecrisis #climatechangeisreal #dieseldenim #dieseljacket #consciousliving #ethicaliving #upcycling #upcycledfashion #climatestrike #fridaysforfuture #climatebreakdown #climatemarch #climateactionnow #dieseljeans #consciousfashion #diesel #wtvox
What is your take on this? Is the Coca Cola x Diesel ReCollection a sign of better times coming or just another form of greenwashing? Comments below, please!
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