Profound x Pepsi - A minnow and a giant

When Kith brought out their Coca-Cola x Kith x Converse collaboration, the world went crazy for it. Now sitting anywhere between £200 and £450 on Stockx it's safe to say they were a resounding success, selling out in seconds and being celebrated as one of the greatest partnerships of the year.

Kith's successful collaboration with Converse and Coca Cola

So when Profound announced their collaboration with Pepsi, at a pre-launch party featuring numerous online influencers such as Cindy Prado attending, there was already a feeling the 'Double P' partnership was on to a winner. Surely enough, upon release the collection went down a storm, with one of the caps, and the hugely hyped 'Satin Stadium Jacket'

selling out within 24 hours.

There no doubt that for Profound, this collab is a coup. A couple of months ago they took to Asos Marketplace to sell their items, but just down the line, they have a deal with one of the largest companies...IN THE WORLD. It feels like a grass-roots move from Pepsi, to secure a deal with an under-rated brand, and attempt to draw responsibility for their rise to prominence, and in all fairness, it's worked so far. Right now, Pepsi may be a big fish in a small Profound pond, but the pond is getting larger and larger.

The Pepsi x Profound Satin Stadium Jacket that sold out in under 24 hours.

It appears, for whatever reason, the 'Drinks Company' x 'Fashion Company' combo seems to capture the attention of the public, and when executed as well as Kith or Profound have, can reap big rewards. The question is now, how long before we see some other big brands get involved with a drinks company.

We've got a few suggestions for these kind of collabs, but feel free to comment your suggestions too:

Off-White x 7Up

Palace x Starbucks (Imagine a Starbuck tri-ferg)

Abercrombie and Twist (Abercrombie and Fitch x Fanta Fruit Twist, if you see what I did there).