X5 Group’s Pyaterochka and Coca-Cola in Russia launch a streetwear collection made out of recycled materials


Russian retailer Pyaterochka, part of X5 Group, and Coca-Cola in Russia announce that they have teamed up to create a streetwear collection made out of recycled Coca-Cola bottles and other recycled materials to promote an eco-friendly lifestyle.

Pyaterochka shoppers receive points for purchasing drinks produced by Coca-Cola in Russia, which are used to redeem various items from the fashion line. In addition to clothing and accessories, other prizes are up for grabs, including the grand prize – an eco-tour of the Russian region of Altai. The campaign lasts through October 31, 2021.

“We are promoting the concept of re-using and recycling. By launching this limited clothing line made of recycled materials, we would like to demonstrate how plastics can have a second life. We are confident our customers will love it,” said Mikhail Yartsev, Marketing Director at Pyaterochka. 

“With our streetwear collection of flashy, trendy clothing, we are primarily targeting our younger consumers, while encouraging everyone to protect the environment. Our slogan for this campaign is ‘Outstanding Taste’ and it features various styles of clothing within a single concept: the Sprite line features street-style items, the Fanta collection is more casual, and Coca-Cola goes back to the classics. The full collection contains something for everyone,” said Oleg Mamaev, Marketing Director at Coca-Cola in Russia.  

Coca-Cola in Russia and Pyaterochka have created videos, showcasing the collection in a fashion show where models walk a ‘catwalk’ among supermarket aisles. They’re also offering a special GIF pack on Instagram which allows users to virtually try on the different items of clothing from the collection to help them choose their favourites.

As part of the campaign, Coca-Cola in Russia and Pyaterochka are also hosting several educational meetups at universities in Moscow, St. Petersburg and Nizhny Novgorod. Guest speakers will discuss sustainable fashion, and different aspects of an eco-friendly lifestyle, such as waste sorting and recycling. Popular Russian bloggers and influencers will participate in these meetups and promote the campaign on social media.