Pepsi launches its first capsule collection

By

Anne-Sophie Savenier

Published
May 29, 2014

The brand hopes its capsule collection will bring together the artistry of football and fashion. Pepsi enlisted a number of iconic international stylists and designers for the project, including Original Penguin by Munsingwear, B & O Play, Gents, Goodlife, Del Toro and Shut.

The collection is the high point of Pepsi's "The Art of Football" campaign, which already includes a series of paintings with football as the theme. The capsule collection is a wearable showcase of these vibrant works of art by six street artists of international repute: professional doodler Hattie Stewart, the Argentine urban artist Jaz, illustrator and Brazilian street artist Ricardo AKN, Spanish visual artist Zosen, Dutch visual artist Merijn Hos and the Argentine street artist Ever.

"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 Kristin Patrick, Pepsi global chief marketing officer of Pepsico Global Beverages Group. "Motivated by our 2014 global football campaign, the Pepsi 'Live for Now' capsule collection brings the best of art and football to life."

The entire "Live for Now" capsule collection (retail prices range from 50 euros to 305 euros) will be available at Colette in Paris, in five stores in the United States, including Bloomingdale's new flagship in New York, and on various e-commerce sites. The Original Penguin items will also be available at Liberty in London.