Partnering with luxury fashion brand Dsquared2 (D2)--founded by renowned designers Dean and Dan Caten--we developed a high-end capsule collection called #D2XPepsi. Featuring over 40 pieces for men and women, the diverse line launched globally in D2 stores and luxury third-party retailers in Spring/Summer 2020.
THE DESIGN
A hybrid design is born.
The Pepsi logo is iconic, a staple to not only American but global pop culture. One of the most striking elements of the #D2XPepsi collection was a hybrid design that brought Pepsi’s classic vintage logo together with the fashion brand’s maple leaf emblem.
Besides Pepsi’s logo and classic blue-and-red palette, Dsquared2 also utilized brand elements and slogans such as “Pepsi – For the love of it.” Pepsi ads from the eighties and nineties served as inspiration for the streetwear range, which vibrates with youthful energy and optimism.
THE OUTCOME
Worldwide sales and coverage.
This licensing collaboration with Dsquared2 was a success around the world. The limited-edition cross-brand designs were also cited in industry magazines such as WWD.
