Mountain Dew Partners with VFILES For a Coachella Collaboration

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.  

VFILES and Mountain Dew® CAMOOUT collection debuts at NYC Holiday Pop-Up

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.

JLG Partners Mountain Dew® with VFILES For New York Fashion Week

In a brand licensing deal brokered by The Joester Loria Group, The Mountain Dew Camo Out collection recently debuted at the VFILES runway show during New York Fashion Week on September 7th.  Designed for both function and fashion and reversing the role of camo, VFILES and Mountain Dew made this collection specifically for those who want to be seen, heard and stand out, elevating the moment and preparing for what excitement is to come. VFILES is a creative-focused social networking platform that connects and empowers a global youth community.

Each piece in the Camo Out collection is complemented with the latest in wearable technology from track suits and jackets that play music to baseball caps with cameras and a solar-powered backpack. This is the new guard, the class of the future: be seen, make noise, stand up and stand out.

"VFILES is so excited to partner with a brand like Mountain Dew that believes in high energy, high impact and the adventurous lifestyle that we all aspire to live,” said Julie Anne Quay, founder of VFILES. “This is literally a match made in heaven for VFILES and we are going to grab every opportunity to push this forward technically, fashion wise and always bring energy and music into the conversation.”

The inaugural collection will be available nationwide for purchase starting late Fall 2016 at a soon to-be-announced launch event.  The collection will also have premiere placement at the VFILES store in New York City, online at VFILES.com and at select leading retailers nationwide. The collaboration will retail for $50 - $400 and will be continually refreshed throughout the 2017 seasons.

The Joester Loria Group is Mountain Dew's exclusive brand licensing agency for North America. This exciting new brand extension was covered by Vogue, Complex, WWD and License! Global.