In a brand licensing deal brokered by The Joester Loria Group, Mountain Dew is collaborating with VFILES on a new Coachella-inspired capsule collection.
The 99264 capsule collection is inspired by the colors of the Mountain Dew Label Series and the laid-back California lifestyle. The new line includes apparel such as a Hawaiin print shirt, dip-dyed t-shirts, crop tops and shorts as well as poolside accessories like water bottles, towels, bandanas and hats.
The collection made its debut during the first weekend of Coachella on April 15 and 16 at the VFILES weekend-long pop up and at a pool party on Sunday hosted at the Mtn Dew Label Motel in Palm Springs. Mountain Dew's new brand extension was covered by High Snobiety and Hypebeast.
This new Coachella-themed collaboration follows a successful Camo Out collection from Mountain Dew and VFILES.