Pepsi unveils first fashion line as part of "The Art of Football" campaign
Pepsi has unveiled its 'Live for Now' fashion collection designed to bring to life the drink brand's 2014 football campaign, as it looks to capitalise on the fervour around the 2014 FIFA World Cup.
The collection includes streetwear, accessories and electronics created in partnership with a mix of designers including Original Penguin by Munsingwear, and showcases artwork from six international street artists.
"We were inspired by the link between the sport of football and the world of art – both places where passion leads to great acts of creativity. Motivated by our 2014 global football campaign, the Pepsi 'Live for Now' Capsule Collection brings the best of art and football to life," said Kristin Patrick, Pepsi global chief marketing officer, PepsiCo Global Beverages Group.
"Our first-of-its-kind art collection, 'The Art of Football,' was unveiled in a gallery, then spread across the streets of the world with our out-of-home campaign and now as a collection that a young, style-savvy generation will covet. Pepsi has been a cultural icon for many years and today we celebrate the ability of our brand to find a new place in consumers' hearts and minds. The Pepsi 'Live for Now' collection is both wearable and enviable, combining the best design with the joy of living in the now."
The line consists of men's t-shirts, zip jackets and swim trunks from Original Penguin, high-quality headphones from Bang & Olufsen's B&O PLAY line, baseball caps from Gents, luxury t-shirt jerseys and sweatshirts from Goodlife, handmade leather chukka sneakers and slippers from Del Toro and artful skateboards from SHUT.
The collection is available in Bloomingdale stores across the US as well as at participating designers' storefronts and online e-commerce. Additionally, Colette in Paris will carry the collection and Liberty in London will feature the Original Penguin items.