Pepsi Partners with Fashion Brands Original Penguin by Munsingwear®,
B&O PLAY, Gents, Goodlife, Del Toro and SHUT and Leading Retailers Bloomingdale’s, colette and Liberty
Brand Brings “The Art of Football” to Fashion with “Live for Now” Collection
PURCHASE, NY, May 21, 2014 – #LIVEFORNOW – In a global first, Pepsi® today showcases its inaugural “Live for Now” Capsule Collection. Designed to enliven the brand’s 2014 football campaign, the Pepsi “Live For Now” collection features streetwear, accessories and electronics created in partnership with a mix of both iconic and cutting-edge international designers including Original Penguin by Munsingwear®, B&O PLAY, Gents, Goodlife, Del Toro and SHUT. The collection will be available at leading retailers – Bloomingdale’s in the U.S., colette in Paris, and Liberty in London.
The pinnacle of the Pepsi “The Art of Football” program, the collection brings distinctive, vibrant artwork from six of the hottest street artists around the world – the UK’s professional doodle bomber, Hattie Stewart; Argentinean urban artist, Jaz; Brazilian illustrator and street artist Ricardo AKN; Spanish-based visual artist Zosen; Merijn Hos, visual artist from the Netherlands and Argentinean street artist Ever – to life in a fresh, exciting way beyond the canvas.
“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,” said Kristin Patrick, Pepsi Global Chief Marketing Officer, 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. Pepsi has been a cultural icon for many years and today we celebrate the ability of our brand to find a new place in consumers’ hearts and minds. The Pepsi ‘Live for Now’ collection is both wearable and enviable, combining the best design with the joy of living in the now.”
The Pepsi “Live for Now” Capsule Collection features a range of products across categories, including fashion apparel and accessories, electronics and skateboards. The line consists of men’s t-shirts, zip jackets and swim trunks from Original Penguin, high-quality headphones from Bang & Olufsen’s B&O PLAY line, baseball caps from Gents, luxury t-shirt jerseys and sweatshirts from Goodlife, handmade leather chukka sneakers and slippers from Del Toro and artful skateboards from SHUT – with all items displaying one of the artists’ inspired designs.
The Pepsi “Live for Now” Capsule Collection makes its debut today at Bloomingdale’s New York City flagship and 15 stores across the U.S., as well as at participating designers’ storefronts and online e-commerce. Additionally, colette in Paris will carry the full collection and Liberty in London will feature the Original Penguin items.
For more information on the Pepsi “Live for Now” Capsule Collection, visit www.pepsi.com/capsulecollection and follow the conversation online with #LiveForNow.
FOR FURTHER INFORMATION:
PepsiCo: Nicole Tronolone / Nicole.Tronolone@pepsico.com
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.
About BRAND PARTNERS:
About B&O PLAY:
B&O PLAY delivers stand-alone products with clear and simple operations – portable products that are intuitive to use, easy to integrate into your daily life, and deliver excellent high-quality experiences. Firmly grounded in Bang & Olufsen’s 88-year history, B&O Play interprets the same core values for new types of contemporary products: design, performance, humanization and craftsmanship.
Bloomingdale’s is America’s only nationwide, full-line, upscale department store and a division of Macy’s, Inc. It was founded in 1872 and currently operates 37 Bloomingdale’s stores and 13 Bloomingdale’s, The Outlet Stores in New York, New Jersey, Massachusetts, Pennsylvania, Maryland, Virginia, Illinois, Georgia, Florida, New Hampshire, California, and Texas. In addition, Bloomingdale’s has an international presence with a location in Dubai. Be sure to follow @bloomingdales on social media, become a Loyallist, and for more information, or to shop any time, visit www.bloomingdales.com.
colette, located along 213 rue Saint-Honoré in Paris, first opened its doors in 1997. Spanning three levels, customers are invited to encounter the colette experience, which comprises a never ending assortment of fashion, high-tech, arts, streetwear, beauty and waters. Through chance encounters, travels and discoveries, new products and new brands are consistently greeted at colette. Exclusivities, pre-releases, limited editions, established designers, new talents and even forgotten labels…a unique approach combining modernity, originality and upmost quality. Reactive, determined, influential and passionate, visionary and spontaneous, these are perhaps keywords to describe colette. And for those who can’t visit us at 213, check out www.colette.fr.
About Del Toro:
Del Toro is a luxury lifestyle brand based out of Miami, Florida. Originally a men’s brand, Del Toro now produces shoes and accessories for both men and women. Matthew Chevallard, President and Creative Director of the brand, was born in Torino, Italy. Del Toro was founded in 2005 and originally sought to fill a void in the marketplace for affordable customized velvet slippers. Through this success, the collection evolved to include new styles such as wingtips, chukkas, sneakers, drivers and espadrilles. Del Toro prides itself on offering a fresh take on classic silhouettes. All products are hand made on the Adriatic Coast of Italy, and are constructed of the finest Nappa leathers, suede, and velvets. Chevallard insists that his designs cater to “grown up sneaker heads.” He infuses his own personal style into every detail of his designs, which is evident in the unique details and compelling color combinations found throughout the collections.
Inspiration for the brand is drawn from a combination of Matthew’s Italian heritage, a Palm Beach prep aesthetic from his childhood, and edgy New York and Japanese street style. Del Toro offers an array of products for people who are seeking refined contemporary footwear and accessories. The Del Toro lifestyle is emulated by the cosmopolitan atmosphere of Miami. Del Toro continues to grow and expand its offerings while maintaining the quality and aesthetics of handmade Italian products.
Gents is a global men’s and women’s lifestyle brand offering luxury apparel and accessory basics that are currently being sold at over 200 retail locations including Bloomingdale’s, Nordstrom, Saks 5th Ave., Fred Segal, Ron Herman, Amazon and Scoop. Gents also operates its own direct-to-consumer website www.gentsco.com. Gents is worn by celebrities like Madonna, Ashton Kutcher, Charlize Theron, Leonardo DiCaprio, Adam Levine, Robert Pattison, Matt Damon, Sandra Bullock, Bradley Cooper and more. Follow Gents on Instagram and Twitter: @gentsco or visit their Facebook page at www.facebook.com/GentsCo. For more information please visit www.gentsco.com.
Goodlife is an American made basics and lifestyle brand, both modern and nostalgic, with a unique sense of cool and comfortable global style. Goodlife can be found in premium and luxury retailers globally, including Bloomingdale’s, Scoop, SHIPS Japan, American Rag, Fred Segal Man, Mario’s, Trunk Club and select Four Seasons hotels, in addition to its web store. For more information please visit www.enjoyyourgoodlife.com.
Liberty has been a leader in print design and printed textiles since the late 1800s when founder Arthur Lasenby Liberty first brought exquisite silks, wools and textiles from the Far East and sold them in his eponymous store on London’s Regent Street which opened in 1875.
The Liberty store with is mock Tudor façade now lies on Great Marlborough Street at the corner of Regent Street and is world renowned for selling a skilfully edited mix of the best in fashion, design and beauty.
Liberty Art Fabrics have been created in the Liberty design studio since the 1950s. Originating from hand drawings and often inspired by the exotic, oriental and Asiatic designs which were imported by the company, a strong and recognisable Liberty style has evolved. Over 43,000 original designs are now held in the Liberty print archives with approximately 100 new designs added each season.
About Original Penguin® by Munsingwear®:
In 1955, Minneapolis-based Munsingwear®, an underwear and military supply company, ironically became the touchstone of suburban sport with the introduction of the first iconic golf shirt to America: an ORIGINAL PENGUIN®. Known for its unique, humorous and detail-oriented clothing, Original Penguin offers a full range of men’s, women’s and children’s clothing, accessories and fragrances. Original Penguin is present in the U.S., Canada, Europe, South America and the Philippines with over 1,250 points of sale, more than 75 Original Penguin stores worldwide and two dedicated e-commerce websites: www.originalpenguin.com and www.originalpenguin.co.uk.
SHUT is the legendary original New York City Skateboard company. With a heritage dating back to 1986, SHUT represents true New York City skateboard culture and East Coast solidarity. SHUT is dedicated to the history and future of skateboarding, and focuses on innovative deck shapes and sizes to keep things diverse and make sure that style takes priority over trends. All of our decks are 100 percent maple and proudly made in the USA. Don’t act like you don’t know. SHUT Skates – The Immortal Archetype.
About PARTICPATING ARTISTS:
- Hattie Stewart – The London-based artist / ‘professional doodler’ is taking the creative world by storm with her quirky, youthful, comic book-esque magazine covers and shop fronts.
- Ever – Nicolás Romero is an artist from Buenos Aires, Argentina, famed for his portraits – using both aerosol and brush-based techniques – influenced by Francis Bacon and Van Gogh.
- Jaz – Franco Fasoli (known as Jaz) began his creative career in the streets as a graffiti writer. He is recognized as one of the first major writers to begin working in the streets of Buenos Aires in the mid-90s, using graffiti as a way to express himself.
- Merijn Hos – A Dutch illustrator and visual artist based in the Netherlands. Hos divides his time between working as a commercial illustrator and working on his personal projects, exhibitions and independent publishing.
- Zosen – The Argentinian visual artist, born in Buenos Aires and raised in Barcelona, whose work has been featured in galleries and streets around the world. Zosen runs graffiti workshops in Barcelona and is a co-founder of street wear label Animal Bandido.
- Ricardo AKN – A Brazilian illustrator, photographer and street artist from São Paulo, inserting new concepts into urban art. AKN is a plastic artist, illustrator and muralist.