Mountain Dew’s Green Label Exclusives Program brings artists and athletes together with top designers and brands to produce one-of-a-kind and limited edition lifestyle product inspired by the Dew brand. Each collaboration is supported with video content that helps tell the story of the collaboration and gives consumers a behind-the-scenes look at how it all comes together.
For the latest collaboration, GLX and New York based brand ICNY have partnered with Starter Black Label to create an NYC-inspired capsule collection. Utilizing Starter Black Label snapback hats, tees and hooded fleece as the canvas for this project – the GLX/ICNY collaboration highlights the new New York athlete – one whose stadium is the streets of the city and competition comes from within.
The hat, tee and hoodie graphic utilize ICNY’s unique 3M printing process combining embroidery, platisol printing with 3M embellishment. The design is inspired by ICNY owner and designer Mike Cherman’s daily races through the streets of NYC. The streets listed on the back of the tee and sweatshirt are all found on his route from his Brooklyn studio to the NYC office of ICNY.
“I’m constantly racing with myself up bridges, down avenues and through intersections – pushing myself, my designs and my brand to be the best it can be. This GLX collection is a reflection of that,” said Cherman.
The GLX x ICNY x Starter Black Label Collection is a limited release and only available at the following retail locations nationwide: PacSun.com and flagship stores, Revive in Michigan, Sole Fly in Miami, Compound Gallery in Portland, and Alumni in Brooklyn.
Previous GLX collaborations partnered Mountain Dew with music artist Mac Miller and Diamond Supply Company; pro skateboarder Keelan Dadd and Dirty Ghetto Kids; pro skateboarder Boo Johnson and Supra; and pro skateboarder Theotis Beasley and HEX.