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Coca-Cola has teamed up with the relatively new and understated Brunch in an offbeat fashion collaboration for the giant soda brand, specifically hotel-inspired shoes that can be worn outdoors.
For the campaign, the Coca-Cola logo and the Brunch logo appear on the image of the Brunch “l’Essential” slipper, which comes in red, white and navy. Both logos appear on socks, swimwear, hoodies, crewnecks, t-shirts and Disney-style coffee mugs, products that will continue to be part of the brunch collection beyond the Coke collaboration.
The campaign launches Thursday at noon on Brunch’s website, Brunch.us.
Coca-Cola has featured brands like Adidas and Opening Ceremony, and even Karl Lagerfeld, who once designed the Coke bottle, in its fashion collaborations over the years, so it’s a big win for the fledgling brunch brand. Coke’s iconic brand logo gives off a very recognizable and classic aura wherever it appears.
Related: Daniel Fletcher drives Coca-Cola capsule with a touch of nostalgia
Bruch was founded in September 2020 by Daniel Sitt, a junior at Babson College, and is backed by Tor Equities, a real estate firm controlled by the Sitt family. Tor Equities also backs the Mad Happy fashion brand.
A year and a half ago, Sitt pitched the campaign concept to an executive in charge of co-operation at Coca-Cola. “Between the Coca-Cola and the brunch, there was an instant sense of alignment,” Sitt said. “Coke is as relaxing as entertainment. When you go to breakfast you have a coke, and at brunch, we also create casual quality footwear. He tapped into the Coke archives for inspiration for the campaign.
While staying in hotels, Sit would take home the shoes provided in the room, only to see the product fall apart after a few days of use. So he came up with the idea of creating a durable slipper that could be worn outdoors and maintain that hotel charm. Basically, the sliders have a terry top to capture the feel of the casual slider. The exterior and other design elements include materials that give the sneaker functionality.
Although Bruch has a variety of products in its portfolio, its main agenda is focused on footwear.
“Going forward, we’re looking to launch anything we call ‘effortless living’ under the functional shoe,” she said. “We’re working on all kinds of slip-ons, including boots, slides, collapsible backs, and sneaker-style slip-ons.”
Coca-Cola is the latest collaboration for Brunch. The brand has previously partnered with Jack’s wife Freda, Setai Hotel Miami and Conca del Sogno on the Amalfi Coast.
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