- Danielle Wightman-Stone |
Beverage brand Pepsi has launched a global capsule fashion collection centred around football with fashion partners Boohoo, BoohooMan, Umbro, Le Specs, New Era and Anteater.
The capsule line is Pepsi’s latest extension of its 2018 global #LoveItLiveIt campaign, which fuses art and sport, and has brought together fashion brands from the UK, US and Russia to create ranges for its 'Art of Football’ collection.
The featured designs are inspired by the artwork by five emerging visual artists from around the world: Argentina’s Diye, Brazil’s Bicicleta Sem Freio, Germany’s Dxtr, American Kim Sielbeck and UK’s Iain Macarthur, featuring the iconic blue, white and red colours associated with the popular drink brand.
At the centre of the collaboration is Boohoo and BoohooMan’s vibrant sportswear influenced capsule collection, which features matching track sets, loungewear and sport tops in women’s sizes 6-16 and men’s sizes S - XL.
Commenting on the collaboration, Samir Kamani, chief executive of Boohoo and BoohooMAN said in a statement: "I am proud to say that on behalf of both brands, we are extremely excited to be working with a globally recognised brand like Pepsi, on such a large scale. This is a huge moment for us and we cannot wait for the world to see these designs.”
Prices for the Boohoo and BoohooMan capsule lines range from 12 pounds for a crop top for the women and T-shirts for the men to 45 pounds for a taped funnel neck tracksuit for men.
Pepsi launches fashion collection with Boohoo, Umbro and New Era
Other collections including Umbro offering a selection of athleisure pieces from football shirts to balls, while Russia's streetwear brand Anteater have a range of apparel, bags, headgear and phone cases. Then there are sunglasses from Le Specs and designer caps and T-shirts from New Era.
Natalia Filippociants, senior marketing director for Global Pepsi Trademark at PepsiCo, added in a press release: "Pop culture acumen – from sport and music to art and culture – is embedded in our Pepsi brand identity. It's exciting to see our brand extend its power beyond the refreshing cola it is traditionally known for.
“Football is the world's game – and that culture and lifestyle goes beyond where and how we watch the game, to how we love and live the game. And that is where this fresh capsule collection plays. It brings the spirit and energy of football off the pitch and into lifestyle apparel and accessories."
The collection is available at each individual brands e-commerce sites, and department stores and fashion specialty retailers where the partners' brands are normally sold. In addition, the full Pepsi ‘Art of Football’ capsule line is available via BoohooMan with its own dedicated mini site - boohooman.com/pepsi.
Images: courtesy of Pepsi and Boohoo/BoohooMan