Pepsi into fashion – Soft drink brand Pepsi used to concentrate on music and entertainment. They are now following a completely different course, they are entering the world of fashion. At the moment mostly competitor Coca Cola is dominating the fashion industry, now also Pepsi wants to benefit.
From May 21, Pepsi is going to collaborate with a few high quality fashion and technology brands: Original Penguin by Munsingwear, Bang & Olufsen, Shut, Gents, Goodlife and Del Toro to develop a special capsule collection: the Life for Now Collection.
The collection will consist of 60 different items, including t-shirts, baseball caps, sneakers and even skateboards. The items will exclusively be on sale at department store Bloomingdale ‘s, the Pepsi flashipstore in New York and on selected Web sites. The items can be recognized by the familiar red, white and blue colors of the brand.
According to Kristen Patrick, marketing director of Pepsi, the step into fashion will not be a one time venture, Pepsi is working on more cooperations within the fashion industry.