DELICIOUSJEANS_007

Fashion Network, a French apparel company, has licensed the Pepsi name to create a line of Pepsi jeans. The collection was recently launched in Paris amidst retro Pepsi logos of the 1940s and 1950s, giving the line a definite vintage character. Pepsi has never before ventured in the fashion industry. The line is targeted to the same group of consumers that Pepsi targets, boys and girls between 8 and 16 years old, although they plan to expand to the 18 to 24 year olds by the summer of 2007. A 750 square foot Pepsi Jeans shop is in the works in Central Paris, scheduled to open in July. This would be the first; six are planned for Dubai. The visibility of the brand is a plus, yet I have to wonder if denim aficionados will get past the initial curiosity of a Pepsi Jeans Store.