To celebrate both the start of the NFL season and New York Fashion Week, drinks company Pepsi has partnered with Harlem couturier Dapper Dan on an American football capsule.
Through the collection, the two aimed to bring together streetwear and football fandoms in a range of athleisure styles. Co-branded pieces include a hoodie, a jacket, a bucket hat and a collectable Pepsi soda can, all inspired by classic football jerseys. At the centre of the collection is a lounger complete with oversized vegan leather pockets, with only three of the handmade items up for grabs in a giveaway.
“With this year’s NFL season kicking off at the same time as New York Fashion Week: The Shows, we thought it was the perfect opportunity to celebrate the football-watching experience with some fashionable yet comfortable loungewear, perfect for game day on the couch,” said Todd Kaplan, vice president of marketing at Pepsi, in a statement.
He continued: “While Pepsi has always had deep roots in pop culture and football, we have never brought it all together as we have with the Pepsi x Dapper Dan Football Watching Capsule collection.”
The collection is set to launch through the Pepsi ‘Made for Football Watching’ campaign website, with the first three sign-ups in with a chance of winning the limited edition lounger. The first 400 registered fans on the website will be able to purchase the capsule immediately, while others will have to gain points in order to be able to win the whole collection over the course of September.