Drinks Brand Moves into Menswear
Global food and beverage giant Pepsi surprised onlookers recently by announcing the launch of its very first fashion line.
The fizzy drinks firm revealed the Live for Now collection, created in partnership with a number of international designers, to support its 2014 World Cup campaign.
Original Penguin, Bang & Olufsen, Gents, Goodlife, Del Toro and Shut have all contributed to the range, which stretches across clothing, accessories and tech.
“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,” said Pepsi Global’s chief marketing officer, Kristin Patrick.
London department store Liberty has been confirmed as the official UK stockist for the 23-pieces in the Original Penguin arm of the project, which includes T-shirts, zip jackets and swim trunks.
“What we did was we kind of set it to our in-house design team as a compete open brief” Adam Weir, director of design of Original Penguin, told FashionBeans.
“We told everyone from our assistant designers to our senior members ‘this is the project, go and play with it.’ The results were brilliant.”
The six brands collaborated with artists such as UK-based Hattie Stewart – who has previously worked with the likes of Marc Jacobs and House of Holland – as well as Argentina’s Jaz, to create each piece in the collection.
“We have a young designer and he just started in the industry. He did the Hattie Stewart T-shirt…it became our favourite piece; it set the entire tone for the rest of the collection,” added Weir.
“There’s so many canvases to see your work on, so seeing it on different items is kind of cool because you’re seeing it in a way that other people can enjoy,” said Stewart.
Customers will be able to see Stewart doodle live at Liberty between 5pm and 7pm on Wednesday 28th May.
The first ten people at the event, along with everyone who purchases products from the line, will receive a unique piece.
The full Live For Now range is available in 15 Bloomingdales stores across the US and Colette in Paris.