Recently I attended a press preview for the Pepsi #LiveForNow exclusive capsule collection at Bloomingdale's in NYC. Pepsi collaborated with B&O Play, Goodlife, Original Penguin, SHUT, Del Toro and Gents to bring a collection of 'The Art of Football' to fashion.
The collection features a mixture of streetwear, accessories and electronics from the designers. 'The Art of Football' campaign brings together six of the hottest street artists from the around the world that include the UK professional doodle bomber, Hattie Stewart; Argentinian urban artist, Jaz; Brazilian illustrator & street artist Ricardo AKN; Spanish-based visual artist Zosen; Merijn Hos, visual artist from the Netherlands and Argentinian street artist Ever.
The Pepsi 'Live For Now' Capsule Collection is available at the Bloomingdale's NYC flagship store and 15 stores across the US including participating designer storefronts and online e-commerce. It is also available at Colette in Paris and Liberty London will carry the Original Penguin items. For more details and to shop the collection, click here. Also continue below to see a quick video & images from the collection.
“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. 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.” - Kristin Patrick, Pepsi Global Chief Marketing Officer, PepsiCo Global Beverages Group