Pepsi is collaborating with fashion and technology brands that include: Bang & Olufsen, Original Penguin by Munsingwear, Shut, Gents, Goodlife and Del Toro to launch a "Live for Now" capsule collection on May 21 at 15 select Bloomingdale's doors and e-commerce sites.
Yes, this is Pepsi the beverage brand venturing into Bloomingdale's. So, what can we expect?
First of all, the only guideline Pepsi really had for the designers, according to WWD, was that all pieces of the collection had to display Pepsi's red, white and blue color palette.
As for the capsule collection itself, it will feature 60 pieces, such as men's T-shirts, zip-up jackets, swim trunks, headphones, baseball caps, sweatshirts, leather sneakers, slippers and skateboards.
For those that have been keeping an eye on Pepsi, this collaboration probably isn't that surprising.
"We have this long history in pop culture and have been longtime stewards of creativity from music to film, and we've dibbled and dabbled with fashion over the years," stated Kristin Patrick, global chief marketing officer at PepsiCo Global Beverages Group.
With that said, it should also be noted that this capsule collection of "Live for Now" was a spin-off of the soccer project called "The Art of Football," as WWD pointed out. During "The Art of Football" project, Pepsi partnered six professional, international soccer players with artists that included such names as Hattie Stewart, Jaz, Ricardo Akn, Zosen and Ever. The soccer players and artists were matched by the commonality of their respective countries and tasked with the job to create original pieces of art.
"The minute we saw the artwork and were unbelievably inspired, we wanted to do something bigger," Patrick commented. "We were thinking, 'How can we connect with art and fashion and connect with our consumers?' We thought that a fashion line was in line with our brand's DNA, rooted in music and film as well."
So, what else can we expect from Pepsi?
"Our brand has a long-standing history in fashion, and we plan on a broad-ranging initiative, including many more collaborations in the near future," Patrick said.
Well, stay tuned as Pepsi is sure to be continually evolving as a brand, in ways that may just continually surprise us. In the meantime, let us know, are you excited about this capsule collection?