Pepsi Launches Live For Now Collection
Pepsi Launches Live For Now Collection
Last week, Pepsi launched their Live For Now capsule collection: a collaborative effort between the soda company, six designers and six artists. The result is a clothing and accessories line that’s sporty, bright and great for summer. I attended the launch event at Bloomingdale’s 59th Street location, where I was able to preview the collection, speak with some of the brands involved and even try a Pepsi-flavored cupcake.
Pepsi CMO Kristin Patrick explained that the brand has previously been involved in sports and music, but wanted to extend their reach to the worlds of art and fashion. “We were totally inspired to do something around soccer,” Patrick said. From there, they drew in the designers and street artists that make up the collection.
“Each [collaborator] was handpicked to emulate the essence of the Pepsi brand,” Patrick said. The company looked for good quality, covetable objects from their collaborators—including clothing company Original Penguin and New York City skateboard company SHUT NYC.
SHUT’s Vice President Michael Cohen said his company was drawn to participate in the collection for the opportunity to “bring our brand to a bigger audience.” Cohen also grew up playing competitive soccer, so that angle personally interested him. SHUT’s Pepsi-branded boards feature eye-popping graphics by four of the artists involved: Argentinean urban artist Jaz, visual artist Merijn Hos from the Netherlands, UK doodle bomber Hattie Stewart and Brazilian illustrator Ricardo AKN.
Original Penguin’s part of the collection included limited edition designs by all six artists—including Argentinean street artist Ever and Spanish-based visual artist Zosen Bandido. I spoke to the company's design director, Adam Weir, through email about the collaboration and Original Penguin's evolution.
Q: What drew Original Penguin to this collaboration?
A: I’m a big football fan, and our brand’s heritage has also been rooted in sportswear, so this was a great opportunity for me to integrate two of my passions into a capsule collection. This program also allowed us to reinforce our new positioning of “Be An Original” by working with these street artists that are really “Originals” themselves - art has always had a big influence in culture and as Original Penguin is looking to reach a broader global audience this opportunity was really a unique way for us to dive into this territory.
Q: Will the clothing from the collection be available at stores other than the NoHo location and/or online?
A: The capsule collection is available at all Original Penguin Retail Stores and also on [our website]. We've also partnered with Colette in Paris, Liberty in London and Bloomingdales in the USA.
Q: OPG is known for a classic look – do you think this collection with its trendy, bold designs will bring in new shoppers?
A: Original Penguin is definitely known for a classic look, but unexpected details, prints and patterns has also been at the core of the seasonal collections. As a brand we've been evolving much more into modern lifestyle brand, and we feel this collection really allows us to reinforce the fact that Original Penguin isn't just about classic looks. We definitely think it will help to engage a much more style conscious consumer with our brand.
Q: Any future plans for collaborating with other companies, designers or artists?
A: It's definitely on our minds, but there are no set plans as of yet. We feel it's most important to find partners that share and complement our own brand values - so we keep an open mind when it comes to thinking about our next step because discovering new unexpected partners could open the door to some really exciting collaborations.
The Live For Now collection is available at Bloomingdale’s as well as a few other select locations, including Original Penguin’s NoHo flagship store. For more information, visit pepsicapsulecollection.com.