Pepsi is bubbling over into fashion.
This story first appeared in the April 24, 2014 issue of WWD. Subscribe Today.
On May 21, the beverage brand will collaborate on a capsule collection with fashion and technology brands including Bang & Olufsen, Original Penguin by Munsingwear, Shut, Gents, Goodlife and Del Toro. The line will be sold exclusively at 15 select Bloomingdale’s doors, including the retailer’s flagship on 59th Street in Manhattan and select e-commerce sites.
“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,” said Kristin Patrick, global chief marketing officer at PepsiCo Global Beverages Group.
The Live for Now capsule will feature 60 pieces, including men’s T-shirts, zip-up jackets, swim trunks, headphones, baseball caps, sweatshirts, leather sneakers, slippers and skateboards.
The entire process, Patrick said, was a learning experience for Pepsi, one where the company learned to “let go.”
“It was really interesting and was a study for a company like us in letting go of the brand,” she said.
The only parameter Pepsi had for the designers was that all the items had to display Pepsi’s red, white and blue color palette.
Live for Now was a by-product of a soccer initiative called “The Art of Football,” where Pepsi teamed six professional international soccer players with artists from their respective countries to create original pieces of art. Artists included Hattie Stewart, Jaz, Ricardo Akn, Zosen and Ever.
“The minute we saw the artwork and were unbelievably inspired, we wanted to do something bigger,” Patrick said. “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.”
Patrick said this capsule collection was “more than just a test” and Pepsi is serious about its sartorial future.
“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,” she said.