An officially licensed collaboration between Carré — Culture Kings' in‑house streetwear label — and The Coca‑Cola Company, led from the middle of the table: deal negotiation, product approvals, design intent and the marketing rollout.

The brief from Culture Kings was growth — new eyes on Carré in the United States. The route was football. Coca‑Cola has been on the touchline of the World Cup for generations, so the collection was built to those roots and timed to the 2026 FIFA World Cup summer on American soil: oversized mesh kits, faded souvenir tees, caps and post‑game track sets. Street and sport, poured together.

The homework shows. The seventies "Coke" wordmark keeps its REG. U.S. PAT. OFF. lockup, the work shirting is chain‑stitched the way the old sign‑writers did it, and the kit wears 86 — a founding year as a squad number.

An exclusive Ed Hardy deal for Culture Kings across the ANZ region — sourced, secured and brought to market as a regional exclusive rather than a shared wholesale line.

This one was about timing. We read the return of Y2K early and struck while the iron was hot — the tattoo-art tigers, koi and dragons, the rhinestone script, the flame-lettered denim, the whole 2000s canon coming back around to the customer who grew up on it. The right property at the exact right moment.

The result speaks for itself: Ed Hardy became a top-3 brand across the entire Culture Kings portfolio — proof of what the right call on the right IP, at the right time, is actually worth.

An officially licensed Halo collaboration with 73Studio, sold exclusively through Culture Kings — run from acquisition to launch: securing the license, then product approvals, design intent and marketing approvals with the licensor.

The insight came first. Early‑2000s nostalgia was trending, and Halo sat dead‑centre of the customer's teenage years. So the range went to the source — the chrome Halo 2 logotype, the original Xbox mark, Spartan‑117 worn as a varsity number — vintage‑merch treatment for the games that raised the customer. Shot under a burnt‑orange sky that could pass for a ring world.