How Mountain Dew Is Getting In With Fashion-Conscious Millennials
Over the weekend, Mountain Dew dropped not its first but its third clothing collection. And this isn't just logo merch — this is fashion.
The six-piece range — priced from $40 for a tee to $110 for an allover print windbreaker — is a collaborative effort between the PepsiCo-owned beverage brand and VFiles, a youth-centric social network with arms in music, fashion, design and retail, including its own storefront in lower Manhattan. The drop marks the first time pieces from the ongoing collab, called VFiles x Mtn Dew, are being sold by a third party retailer, with the merchandise in 10 PacSun stores as well as on the retailer's website.
The strategy of the collab, and the recent inclusion of PacSun in the mix, is both a case study in what fashion collabs look like in 2018 as well as an illustrative example of the increasingly blurry line between brand merchandise and fashion.
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