Remember when Pepsi dressed the Spice Girls back in the late 90’s? A red, white and blue sea of boob tubes, asymmetric necklines and flares, it was as if they’d used Geri’s Union Jack tea towel-cum-stage wear as a starting point, added some Americana and multiplied it by ten.
Some decades later and the brand has jumped back on the fashion bandwagon, this time partnering with Original Penguin for a capsule collection under the title, Live For Now.
Part of ‘The Art of Football’ program, Live For Now sees several artists from around the world add their flavour to a selection of tees and jackets, while Original Penguin take full responsibility for the line’s shirting.
As Adam Weir, the label’s Director of Design describes it, “This collaboration project was such a fun and exciting one. Not only was the entire process a combined effort between Pepsi and our brand throughout, but being able to integrate our brand into the world of these street artists allowed us to support our ‘Be an Original’ positioning.”
The London based “professional doodler” Hattie Stewart joins Ricardo AKN of Brazil, Argentina’s Jaz, Zosen from Spain and Merijn Hos from the Netherlands, plus Ever, another Argentinian, in getting creative with the 18-piece collection.
Available now at Liberty, BT2 and online at www.originalpenguin.co.uk.