The iconic caramel-colored soft drink has officially moved from vending machines to Bloomingdale’s—and there isn’t a logo-emblazoned T-shirt in sight. Hitting 15 stores and select e-commerce sites today, Pepsi’s first-ever 60-piece capsule collection includes a mix of apparel, footwear, electronics, and skateboards that are speckled with graffiti art for a casual street-wear vibe.
“Pepsi has always been at the epicenter of pop culture, so branching into fashion was a no brainer but we carefully handpicked the brands we collaborated with,” Global CMO Kristin Patrick said of the collection, which ranges from $49 to $399. Each of the items designed by Bang & Olufsen, Goodlife, Original Penguin, Del Toro, and SHUT are united by their blue and red color palette—the only stipulation Pepsi set forth. If you’re in New York this week, stop by the department store’s flagship store on Lexington Avenue to celebrate—participating graffiti artists who hail from Argentina, London, Brazil, and the Netherlands will cover the storefront windows with their work.