Pepsi debuted its inaugural Live for Now capsule collection of apparel and accessories at Bloomingdale’s flagship store in New York City Wednesday.
Designed to enliven the brand's 2014 football campaign, the Pepsi Live For Now collection features streetwear, accessories and electronics created in partnership with international artists and licensees including Original Penguin by Munsingwear, Del Toro and Bang & Olufsen.
The collection will be available at Bloomingdale’s in the U.S., Colette in Paris and Liberty in London.
An anchor of the brand’s The Art of Football program, the collection features distinctive artwork from six of the hottest street artists around the world–the UK's professional doodle bomber, Hattie Stewart; Argentinian urban artist, Jaz; Brazilian illustrator and street artist Ricardo AKN; Spanish-based visual artist Zosen; Merijn Hos, a visual artist from the Netherlands; and Argentinian 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. Motivated by our 2014 global football campaign, the Pepsi Live for Now capsule collection brings the best of art and football to life," says Kristin Patrick, global chief marketing officer for Pepsi, PepsiCo Global Beverages Group. "Our first-of-its-kind art collection, The Art of Football, was unveiled in a gallery, then spread across the streets of the world with our out-of-home campaign and now as a collection that a young, style-savvy generation will covet. The Pepsi Live for Now collection is both wearable and enviable, combining the best design with the joy of living in the now."
The line features a range of products including:
- Men's t-shirts, zip jackets and swim trunks from Original Penguin;
- Headphones from Bang & Olufsen’s B&O Play line;
- Baseball caps from Gents;
- T-shirt jerseys and sweatshirts from Goodlife;
- Handmade leather chukka sneakers and slippers from Del Toro; and
- Skateboards from Shut.