The soft drinks giant is launching the first capsule collection streetwear: Live for Now.
Last year, that of King Midas Marc Jacobs decided to embellish the cans of Diet Coke with a fashion limited edition packaging. In this 2014, the number one rival of Coca Cola has announced its debut in the fashion world.
As reported by Sportswear International and Fashion Mag, Pepsi, giant soft drink American founded in 1898, it would be willing to launch the forefront of fashion and lifestyle. Acapsule collection whose name, according to insiders, should be Live for Now. The debut is expected for the coming months in the largest single-brand and department stores overseas.
A line that would draw from the art world, football and technology, three areas seemingly distant and brought together under a single heading, streetwear, with the help of six street artists called to customize Live for Now products. Here are responding to the call Hattie Stewart, Merijn Hos, Ricardo Akn, Zosen, Jaz and Ever. For the occasion, the six artists from different countries around the world (Argentina, Brazil, England, Holland, Spain) will work together to a team of designers and high-tech brands such as Bang & Olufsen, Del Toro, Goodlife, Original Penguin and Shut.