The brand is strong.
Sugary carbonated beverage, but make it fashion? That's what two of the world's biggest soft drink companies are looking to get into as they turn their attention from quenching your thirst to filling your wardrobe.
Pepsi and Coca-Cola have introduced a new capsule collection with luxury ready-to-wear brand Dsquared2 and premium denim-maker Diesel, respectively. Announced just a few days from each other, the timing and similarities are uncanny . There are some key differences between both projects, however. Pepsi's streetwear collection with Dsquared2, called"D2XPepsi", consists of 42 pieces of fashion and accessories for men and women including sweatshirts, T-shirts, backpacks, and sneakers. Dean and Dan Caten, Dsquared2's creative directors, combined Pepsi's logo with some of their brand's signature motifs like the maple leaf . Iconic Pepsi ad campaigns from the '80s and '90s are also featured in some styles.
Co-branded capsules between designer brands and non-fashion players are nothing new, of course. Off-White designer Virgil Abloh is known for collaborating with everyone from Ikea to Evian, and Cheetos recently partnered with Forever 21 on their own collection. Pepsi and Coca-Cola are also known for their fashion and licensing prowess, with Pepsi partnering with five brands on a football-themed capsule last year and Coca-Cola teaming up with streetwear retailer Kith in the past.
The #D2XPepsi capsule hits stores and online next spring, while the Diesel collab Collection") is available now.
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