Drawing from the love of all things classic, the Pepsi-Cola brand is taking a step back in time through a new line of licensed apparel and accessories.
The Joester Loria Group unveiled its new vintage line for the carbonated beverage during the Licensing Show at the Javits Center in New York City. The new collection, which includes junior fashion, eyewear and Pepsi American themed home décor, draws on iconic images and themes from the brand’s past.
Apparel and accessories for men will focus on racing themes and Pepsi’s old-time classic icons, while the women’s line will capture the glamour and vintage character of Pepsi advertising.
The licensed products takes consumers “back to the 50s and 60s,” Debra Joester, president and CEO of The Joester Loria Group, said yesterday. “[Consumers] are looking for a lot of things that define them.”
Women’s junior sleepwear and loungewear and men’s sleepwear, loungewear and underwear will roll out in JC Penney stores this fall. Specialty retailers and catalogs will offer Pepsi merchandise for the holidays. Pepsi apparel and accessories will retail for $7 to $10.
Current licensees include Knothe Apparel, H3 Sportsgear, Hart Specialties, Junkfood, Cranston Printworks and Double D.
The Joester Loria Group is also adding Mountain Dew to its list of licensed products focusing on the multi-cultural youth market. Unlike Pepsi, products for Mountain Dew will be based on the brand’s edgy attitude, Joester said
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