VFILES and Mountain Dew recently teamed up for a very merry CAMOOUT holiday pop-up to celebrate the NYC launch of their collaborative collection; which was designed to make the wearer stand out and redefine the traditional notion of camo. The Joester Loria Group partnered its client Mountain Dew with VFILES for this exciting brand extension.
The day-long launch took place on December 15 and featured a live performance by the rising star of Lil Yachty’s Sailing Team, Kodie Shane. There were also opportunities to have pictures taken riding on a snowmobile with Santa, hang out with hosts Poster Boy, Genesis Vega, Odalys, and K$ace and jam along with DJ Stonie Blue. Exclusive new CAMOOUT products also launched at the 12 Mercer Street pop-up and the online VFILES shop.
The CAMOOUT collection was created for the DEW® Nation’s “class of the future” and includes body cameras and personal audio systems in a custom camouflage print. Designed by VFILES and inspired by Mountain Dew’s iconic logo, the bold camo print is not for blending in, but standing out. The collection includes wearable tech items like a bluetooth-enabled parka, a solar-panel backpack, an earbud tracksuit and a snap-cam tech cap. The new collection, offered for both men and women, also consists of three core basics in the custom camo print: a pull-over hoodie, a coaches jacket and a layered t-shirt. Prices range from $50 to $400.
In the spirit of VFILES’ core mission of connecting and empowering young people to create and collaborate, VFILES tapped its own platform for photographer Christine Hahn, who shot the CAMOOUT campaign and models Derek Drummond and Emily McDonald, who are featured in it.
Mountain Dew’s latest brand licensing partnership was first previewed at New York Fashion Week in September and was also on display at ComplexCon in November and will have additional unexpected launches throughout 2017.