To enliven the brand’s 2014 football campaign, soft drink brand Pepsi has launched its first global fashion collection called Live for Now, presenting a range of streetwear, accessories and electronics. The line has been created in partnership with a mix of international designers: It consists of men’s t-shirts, zip jackets and swim trunks from Original Penguin, headphones from Bang & Olufsen’s B&O Play line, baseball caps from Gents, jerseys and sweatshirts from Goodlife, handmade leather chukka sneakers and slippers from Del Toro and artful skateboards from Shut.  
All items display artwork from six globally renowned artists: UK’s doodle bomber Hattie Stewart, Argentinean urban artist Jaz, Brazilian street artist Ricardo AKN, Spanish visual artist Zosen, Merijn Hos, visual artist from the Netherlands and Argentinean street artist Ever.

The Pepsi Live for Now collection debuted yesterday at Bloomingdale’s New York City flagship and 15 stores across the U.S., as well as at participating designers’ storefronts and online e-commerce. Additionally, Colette in Paris will carry the collection and Liberty in London will feature the Original Penguin items.