Dsquared2, Pepsi Max team up for limited edition collection
Dsquared2, the Milan-based streetwear-chic label designed by Canadian twins Dean and Dan Caten, who have Italian roots, has teamed up with Pepsi Max for a limited-edition apparel and accessories collection that will be available in-store and online for the Spring/Summer 2020 season.
The collection has been designed personally by the Caten twins, and combines Dsquared2’s quintessential, cool sport/streetwear style with the vibrant, energetic and fun colour palette of the US soft-drink brand’s iconic ad campaigns from the 1980s and '90s. At the time, Pepsi and Coca-Cola were engaged in a bitter battle for the thriving soft-drink market, a competition that spawned iconic marketing and advertising campaigns which have achieved cult status.
The collection consists of 43 items, all featuring the Pepsi logo combined with Dsquared2’s signature maple leaf motif.
The D2XPepsi collection will be available in spring 2020 at all Dsquared2 stores, and at select department stores and multibrand fashion retailers worldwide.
Only one of the collection’s items has so far been presented, at the recent Milanese co-ed catwalk show for the Spring/Summer 2020 by Dsquared2. Renzo Rosso’s OTB fashion group doesn’t hold a direct stake in Dsquared2, as Rosso himself underlined in a recent interview with FashionNetwork.com, but is the label's worldwide master licensee via Staff International, the state-of-the-art production company owned by Rosso, which has held the Dsquared2 licence for over 10 years. Dsquared2's annual sales exceed €250 million, and 80% of them are managed by OTB, except for footwear and underwear.
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