PEPSI® AND HUEMN CELEBRATE THE SPIRIT OF YOUTH WITH SWAG

~New collection to be showcased at a fashion show on 17^th December, 2022~

~Bollywood superstar Sara Ali Khan to walk the ramp as showstopper~

National, 14^th December 2022: Culture curator beverage brand Pepsi® is all set to celebrate the spirit of the younger generation through its partnership with disruptive fashion label HUEMN for their latest collection. The collection that oozes SWAG, and the spirit of community, is set to be showcased through an on-ground fashion show in Mumbai on 17^th December 2022. Adding a glitzy star quotient, Bollywood superstar and youth icon Sara Ali Khan will be seen sporting a coveted Pepsi x HUEMN look that will surely become a cult trendsetter.

The collection will be an ode to the SWAG generation and aligns with the brand DNA for both Pepsi® and HUEMN who are known to empower the youth time and time again. The capsule collection will feature HUEMN’s trademark design and aesthetic while staying true to Pepsi®’s iconography – that will aim at encouraging the youth to be their authentic and true selves.

Speaking on the collaboration, Saumya Rathor, Category Lead, Pepsi Cola, PepsiCo India said, “Pepsi is a brand that has always resonated with the voice of today’s generation. This new generation is armed with swag or an inherent confidence in their own abilities. They are not afraid to express themselves and Fashion has always been an important tool through which they can express their identities. Our collaboration with HUEMN is our commitment to celebrate this very philosophy.”

Commenting on the collection, Pranav Misra, Co-Founder & CEO, HUEMN said, “We are thrilled to be partnering with a legacy brand such as Pepsi. HUEMN's signature has always been both - easy sophistication and artistic abandon, which is being presented to a global audience. The collection is testimony to the ethos of both brands that believe in self-expression and confidence. This is our effort to bring an inclusive and fresh collection driven by both - a constantly evolving social landscape; and our 10th year of business.”

The collection will also be complemented with limited-edition, exclusive Pepsi® Black X HUEMN cans. The Pepsi x HUEMN merchandise is also set to be launched online post the showcase. 

About PepsiCo

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $79 billion in net revenue in 2021, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with PepsiCo Positive (pep+). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the centre of how we will create value and growth by operating within planetary boundaries and inspiring positive change for the planet and people. For more information, visit www.pepsico.com

About HUEMN

HUEMN (pronounced: human) is a ready-to-wear fashion label that is homegrown in India. With product line of contemporary, handcrafted, unisex clothing, the label creates relevant fashion that is informed by the social, political, cultural landscapes of our times. HUEMN has won multiple accolades for their work including the Vogue India Fashion Fund 2017, Elle style awards; consecutive GQ style lists and Grazia most influential; and also the Elle Award for Luxe daywear for being one of the first labels worldwide to introduce Athleisure. HUEMN won the Vogue Talents award 2019 and went on to showcase its SS19 in Milan,

supported by Vogue Italia. Appreciated by Fashion giants like Hypebeast, HUEMN is written about in WGSN

forecast as one of four mass global influencers of the future HUEMN was also a part of CII’s core group task force for luxury, representing the Indian fashion industry in the year 2018 and 2019.

HUEMN’s biggest influence is the human mind and the power it wields, and also How it provokes the evolution of our culture and communities. The visual language has always been provocative and an effort to understand the desires of the customers and to educate the masses with an idea of whose time has come. Hence, over the years HUEMN was a part of multiple campaigns and collaborations.

This year HUEMN completed 10 years in the industry. To mark this anniversary, HUEMN looked into doing work that hinted at a bit of nostalgia. The whole Lakme fashion week 2022 collection was about reflections of work done along these years, and the collection was written about by Vogue, Grazia etc, and was one about by Vogue, Grazia etc, and was one of the major trendsetters in the streetwear hemisphere.