Both DEW and camouflage hold unique positions at the cross-section between the new American Heartland and urban street-wear culture: symbolic of freedom and exploration in both rural and urban environments, it exemplifies the lifestyle of having a “damn good time” and self-expression that DEW embodies. DEW has a deep heritage in all things 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.
The art and artifacts in The Camo Collective were curated by Jules Gayton, a senior designer at Herschel Supply Company who has also worked on brands like Stussy, Supreme, and his own brand, Leilow. Jules invited various artists that are inspiring culture today, including Stash, a legendary graffiti artist and designer, and emerging artists Damien Gilley and Michael Walczyck, to demonstrate the evolution of camouflage through art from its original function for concealment to a tool used by creatives to express their individualized style. Each created both virtual and real worlds that tie in key themes and patterns to showcase the heritage of camo, aided by bold visuals.
Record producer and DJ Nosaj Thing will use music to tell the story of camo through custom mixes he produced specifically for The Camo Collective experience. The activation will also feature a first-of-its-kind interactive augmented reality ‘CamoFlector’ experience by dotdotdash, a Portland-based creative technology and production studio specialized in cutting-edge multimedia experiences. Using mirrors equipped with hologram-augmented reality technology, guests will be virtually outfitted by the custom Camo Out patterns and immersed into a virtual music video of the future.
“Through The Camo Collective and our first-ever wearable tech camo collection with VFILES, there was an opportunity for Mountain Dew to own the unique, universal story of camo, highlighting its past, present and future in a way that’s never been done before and showcasing how DEW continues to push the boundaries of culture through art, fashion and tech,” said Ryan Collis, Senior Director of Marketing, Mountain Dew. “The installation and the collection express the passionate and inventive spirit of the DEW Nation.”
The Camo Out collection, which was previewed during September’s VFILES Runway Show during New York Fashion Week, was designed for the DEW Nation’s “class of the future” and includes body cameras and personal audio systems in a custom camouflage print.
This collaboration was brought to life by Creator, PepsiCo’s catalyst group whose mission is to explore the edges of culture and co-create innovative experiences for PepsiCo North America Beverages. Creator is constantly seeking like-minded partners to influence culture and create an advantaged pipeline of scalable marketing platforms that deliver brand growth.
“The collaboration with VFILES and Mountain Dew for ComplexCon embodies our belief in the power of co-creation,” said Carlos Saavedra, Senior Director, Creator – Culture Strategy & Innovation. “When you merge together a world-class brand with the expertise and nimble approach of creators such as VFILES, what results is a culture of creative risk-taking, rapid experimentation and an acceleration of fringe to the mainstream.”
“We are really excited about the camo print that we created with the DEW team,” said Julie Anne Quay, founder of VFILES. “The collection that ensued is based on the collaborative energy of that print – taking our collaboration into products was a natural extension – and we are really excited at the wearable tech components that exaggerate the power of the print even further and allow the wearer to express themselves in a manner that is bold and out front.”
Camo Out Wearable Tech Product Details:
- Bluetooth-enabled Parka: Two high-power speakers built into the hood allow the wearer to connect via Bluetooth. Made of water and windproof custom camouflage nylon.
- Solar Panel Backpack: 3.4 watts at 6V solar panel and USB port to sync and charge your devices conveniently and in style 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 right into the sleeve and leg piping details. Made of water and windproof custom camouflage nylon.
- Snap-Cam Tech Cap: Shoots video via a 720p camera recorder, take HD pics and connects wirelessly to your phone. The built-in snap cam in these pieces has an 8G SD card built-in and will allow you to stream and document everything hands-free.
The new Camo Out collection, offered for both men and women, will also consist of three core basics in the custom camo print: a pull-over hoodie, a coaches jacket and a layered t-shirt.
The inaugural collection will be available at the VFILES pop-up shop in The Camo Collective gallery space at ComplexCon at a 15 percent discounted rate and nationwide for purchase at the VFILES store in New York City and online at VFILES.com starting on Nov. 5, 2016. Use promo code CAMOOUT at checkout from Nov. 5-6 for 15 percent off. The collaboration will retail for a SRP of $50 – $400 USD for outerwear.
