Coca-Cola Launches Its First-Ever European Fashion Hub in London

As of yesterday, London has welcomed Europe's first-ever Coca-Cola flagship store, making that sugar-fix easier than ever to obtain. The store's opening follows recent retail success in the US, where customers can get a "Real Magic" Coca-Cola experience, complete with a tasting session and customisable Coke cans.

On the flip side, this latest London store aims to hark on the city's love for all things streetwear with a range of collaborative pieces. Included in the selection, we see hoodies, sweats, tees, jackets and more, each bearing the iconic Coca-Cola logo. It's also worth noting that each piece is designed by Jeff Staple's Pigeon brand.

In addition, Coca-Cola is expected to drop collaborative drops with the likes of Lee Jeans, Herschel, Soho Grit, Alma de Ace, BAPE and BE@RBRICK, with each arriving in store bi-monthly.

The store is now open and located in none other than tourist hotspot Covent Garden. For those looking to visit, the address is Covent Garden Flagship, 32-33 Long Acre, London WC2E 9LA. In other fashion news, Supreme recruits rap royalty Slick Rick for its Meissen mirror campaign.