In a brand licensing deal brokered by The Joester Loria Group, Pepsi has partnered with California-based streetwear brand The Hundreds for a limited edition collection inspired by the decades of Pepsi's iconic advertising campaigns.The Hundreds X Pepsi collection is now available at The Hundreds’ flagship locations and online shop, Pac Sun and other selected retailers and includes a variety of tees and hoodies.
The Hundreds set out to recreate Pepsi’s advertising campaigns—from the ‘40s through the 2000s and even a future Pepsi Perfect ad from Back to the Future II. The Hundreds recreated the memorable photos with the help of model Denise Schaefer and appropriated every decade to fit into The Hundreds’ modern world. That ability to encapsulate a country’s zeitgeist resonates with The Hundreds, sparking a collaboration that takes American culture and specifically hones in on their hometown of Los Angeles.
Since its inception, Pepsi has left more than a just taste in the world’s mouth, but a legacy that defined and documented generations. “Pepsi, to me, is a part of Americana. As much as it is a beverage, it’s also about American culture,” says Bobby Hundreds.
The Hundreds is a storytelling project that entails a worldwide clothing line and a media/content platform that documents global street culture. Co-founded by Ben and Bobby Hundreds in Los Angeles in 2003, The Hundreds shares their personal perspective on street subculture, with an emphasis on "People Over Product." The Hundreds apparel is comprised of classic men’s Californian workwear with a streetwear perspective and is stocked in the finest retailers worldwide, including four brand flagship stores. The Hundreds has a large social media following with more than 288,000 Instagram followers, 109,000 Twitter followers and more than 455,000 likes on Facebook.
Pepsi has always connected to fashion and The Joester Loria Group will continue to extend the Pepsi brand in new and exciting lifestyle collaborations. Pepsi’s latest brand licensing deal was covered by Hype Beast, XXL, License! Global and High Snobiety among others.