Joester Loria Debuts New Dew Collab

The Joester Loria Group has brokered another collaboration for its client Mountain Dew’s Green Label Exclusives program.

The program brings artists and athletes together with top designers and brands to produce one-of-a-kind, limited edition lifestyle product inspired by the Dew brand. Each collaboration is supported with video content that tells the story of the collaboration and gives consumers a behind-the-scenes look at how it all comes together. For more on the program, see our June issue feature “How They Dew” here.

For the latest collaboration, GLX and New York-based brand ICNY have partnered with Starter Black Label to create an NYC-inspired capsule collection. Utilizing Starter Black Label snapback hats, tees and hooded fleece as the canvas for this project, the GLX/ICNY collaboration will highlight the new New York athlete–one whose stadium is the streets of the city and competition comes from within. 



The hat, tee and hoody graphic utilize ICNY's unique printing process, which combines embroidery and platisol printing with 3M embellishments. The design is inspired by ICNY owner and designer Mike Cherman's daily races through the streets of NYC. The streets listed on the back of the tee and sweatshirt are found on his route from the Brooklyn studio to the NYC office of ICNY.

"I'm constantly racing with myself up bridges, down avenues and through intersections, pushing myself, my designs and my brand to be the best it can be. This GLX collection is a reflection of that," says Cherman.

The GLX x ICNY x Starter Black Label Collection will have a limited release and is only available at the following retail locations nationwide: PacSun (online and in flagship stores), Revive in Michigan, Sole Fly in Miami, Compound Gallery in Portland and Alumni in Brooklyn.

Previous GLX collaborations have partnered Mountain Dew with music artist Mac Miller and Diamond Supply Company; pro skateboarder Keelan Dadd and Dirty Ghetto Kids; pro skateboarder Boo Johnson and Supra; and pro skateboarder Theotis Beasley and HEX. 

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