In a brand partnership brokered by The Joester Loria Group, Mountain Dew is expanding its successful collaboration with VFILES. The two brands first partnered together on a Camo Out capsule collection in Fall 2016 and earlier this month a new camouflage-inspired collection made its debut exclusively at select PacSun stores and on PacSun.com.
The new Camo Out pieces feature light blue and pink camouflage patterns inspired by the Mountain Dew logo. The line includes hoodies, t-shirts and tracksuits, with prices ranging from $40 to $110. PacSun is the first retailer to carry VFILES merchandise. Mountain Dew’s past collaborations with VFILES were exclusively available through the VFILES site and store in New York City or at special events like ComplexCon.
VFILES, Mountain Dew and PacSun celebrated their partnership with a Pass the Aux open mic night at PacSun’s Santa Monica store on January 5th.
VFILES founder and CEO Julie Anne Quay told WWD the partnership has been very rewarding. “We are honestly so inspired to work with Mountain Dew and work with a brand who thinks like this. When does that happen? When it comes down to it, it’s a soda company and us winning design awards, ” said Quay, referring to the Silver A’Design Award the VFILES and Mountain Dew wearable tech pieces received last year.