In a recent development, Pepsi has marked its entry into the fashion world through a collaboration with homegrown ready-to-wear label HUEMN.
The collection, designed by designer duo Pranav Misra and Shyma Shetty, will be launched at FDCI’s upcoming Lotus India Fashion Week SS20.
The company has made a conscious effort to make the collection as sustainable as possible with all the denim fabric used being made with recycled plastic.
The collection consists primarily of athleisurewear, and is a step forward for PepsiCo’s ‘Winning with Purpose’ vision which aims to build a world where plastics never become waste.
Speaking about the collection, Tarun Bhagat, Director-Marketing, Hydration and Cola, Pepsi India, said, “PepsiCo is a brand which has always resonated with the voice of today’s generation. Fashion has always been an important way of self-expression for Indian youth and our foray into the world of fashion is a step to celebrate this self-expression.”
He further added “This collection reflects the cool attitude and swag of the youth. We are very excited to launch the collection at the upcoming India Fashion Week and are confident that it will find its way into the hearts and closets of India’s youth very soon.”
HUEMN co-founder Shyma Shetty said: “We are thrilled to be playing with the iconography of a legacy brand such as Pepsi. The collection is an amalgamation of the ethos of both brands and an effort to bring both our audiences together, with an inclusive and fresh product line driven by both popular culture and cutting edge fashion.”
The collection is an extension of part of Pepsi’s 2019 ‘Har Ghoont Mein Swag’ campaign and will be unveiled today (9 October) at the Pepsi x HUEMN runway show at FDCI’s Lotus India Fashion Week.
PepsiCo is not the only brand to come out with a sustainable fashion collaboration. Coca Cola had unveiled its tie-up with Diesel at a global level to produce sustainable clothing.