PepsiCo's Innovative Leap into Fashion: The Live For Now Capsule Collection

PepsiCo Design & Innovation's First Global Fashion Collection

The Live For Now Capsule Collection is PepsiCo's first-ever global fashion collection. It is a unique blend of streetwear, accessories, and electronics, created in collaboration with a mix of iconic and cutting-edge international designers and retailers. These include Original Penguin by Munsingwear, Bang & Olufsen’s B&O Play line, Del Toro, Goodlife, Gents, and SHUT NYC. The collection also features partnerships with renowned retailers such as Bloomingdale’s in the U.S., Colette in Paris, and Liberty in London.

The collection's creation process was a complex one. It involved finding six of the world's most popular street artists, negotiating legal agreements and contracts, developing over 60 quality products, managing retail partners and licensees, creating global marketing tools, designing a global digital microsite, and carrying out in-store promotional events. Despite these challenges, PepsiCo Design & Innovation successfully brought the collection to life.

The Live For Now Capsule Collection stands out for its distinctive, vibrant artwork. The designs are the creations of six renowned street artists - Hattie Stewart from the UK, Jaz from Argentina, Ricardo AKN from Brazil, Zosen from Spain, Merijn Hos from the Netherlands, and Ever from Argentina. Their unique artwork breathes life into the collection, taking it beyond the canvas and into the realm of wearable fashion.

The collection features a range of products across categories, including fashion apparel and accessories, electronics, and skateboards. These were created in partnership with iconic and cutting-edge international designers. The collection's unique properties lie in its global reach, achieved through e-commerce platforms, freestanding stores, and strategic retail partnerships.

The Live For Now Capsule Collection has been recognized for its innovative approach to fashion. It was awarded the Golden A' Fashion and Travel Accessories Design Award in 2015. This prestigious award is granted to creations that reflect the designer's prodigy and wisdom, advance art, science, design, and technology, and significantly impact the world with their desirable characteristics.

In conclusion, PepsiCo Design & Innovation's Live For Now Capsule Collection is a testament to the brand's commitment to creativity and innovation. It is a unique blend of fashion and art, brought to life by some of the world's most popular street artists. The collection's success and recognition are a testament to PepsiCo's ability to push boundaries and venture into new territories.