vfiles mountain dew wearable tech


Creative-focused social networking platform VFiles is bringing some wearable-tech savvy to its New York Fashion Week runway today.

The VFiles show, set for 8 p.m. at Spring Studios, will feature wearable tech, including earbud camo tracksuits — one in Mountain Dew green and one in VFiles yellow to signify a collaboration between the two brands, dubbed VFiles + Mtndew Camo Out.

The tracksuits have earbuds wired directly into the seams of the hoodies and the pants. The show will also feature jackets that play music, baseball caps with cameras and a solar-powered backback.

VFiles and Mountain Dew were brought together by Creator, which is described as “a catalyst group” within PepsiCo North America Beverages Marketing and seeks to “explore the edges of culture and co-create innovative experiences.”

“Creator is constantly looking to highlight the best possible technology in everything we do and we always want to push innovation forward,” said Carlos Saavedra, senior director, Creator — culture strategy and innovation. “The collaboration with VFiles and Mountain Dew is the ultimate camouflage-meets-wearable-tech collection, reversing the traditional role of camo — standing out instead of blending in — and pushing boundaries in creativity.”

In its show tonight, VFiles is shining a spotlight on the next class of emerging designers, with an offbeat “Project Runway”-esque fashion show.

The designers this time come from around the world, with Mexico, Italy, China, Belgium and South Korea represented.

Among those showing will be brothers Eri and Philip Chu of the Hong Kong-based brand Ground Zero; men’s wear designer Rushemy Botter; Barbara Sanchez-Kane, designer of the Mexico-based men’s wear brand Sanchez-Kane; the sustainability focused Song Seoyoon and Italy-based Alessandro Trincone.

Each of them earned their spot by submitting their work to VFiles.com, which was reviewed by a panel of critics, including Naomi Campbell, Young Thug, Pat McGrath, Mel Ottenberg and designer Jerry Lorenzo of men’s wear label Fear of God.

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