Dew has a deep heritage in camo and outdoors, in the more traditional use on packaging and outdoors gear and now has modernized and extended the reach of camo to a new audience, evolving the print to further expand its relevance to the street-wear culture– integrating wearables for DEW Nation’s class of the future. Through our wearable camo line, there was an opportunity for Dew to own the universal story of camo, highlighting its past, present and future in a way that’s never been done before.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Camo Out is Mountain Dew’s first-ever ultimate camouflage-meets-wearable-tech collection with VFILES & PepsiCo Creator. The line highlights Dew’s position at the cross-section between the new American Heartland & urban street-wear culture, showing how Dew continues to push boundaries in merchandising, with the latest wearable tech features including body-camera and personal-audio system tech. This line includes track suits and jackets that play music and backpacks that are fueled by solar power.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
September 7, 2016, New York Fashion Week in New York City - November 6, 2016, ComplexCon at Long Beach Convention Center in California
PRODUCTION / REALIZATION TECHNOLOGY:
Bluetooth-enabled Parka: Two high-power speakers built into the hood allow the wearer to connect via Bluetooth. Made of water & windproof custom camouflage nylon. Solar Panel Backpack: 3.4 watts at 6V solar panel and USB port to sync and charge your devices with a battery pack included for when the sun goes down. Earbud Tracksuit: The classic nylon suit gets updated with a set of high-quality earbuds built into the sleeve and leg piping details. Made of water & windproof custom camouflage nylon.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Mountain Dew, PepsiCo, Creator, Wearables, Camouflage, VFILES
We were pushed due to the tight-timelines of developing and progressing wearable technology. There were challenges developing the right technology and making sure the innovative wearable was functional and priced at a cost that DEW consumers would find appealing.
TEAM MEMBERS (1) :