PURCHASE, N.Y., Nov. 2, 2016 This weekend, Mountain Dew® is launching an immersive, collaborative art, fashion and tech experience channeling all things camouflage and promising to challenge conventions of the popular print. In addition to debuting an original, interactive augmented reality experience and curated gallery installation, the brand's new camouflage-meets-wearable-tech collection, Camo Out, created in partnership with youth-culture powerhouse VFILES, will be available for sale for the first time to consumers. Together with Complex Media and PepsiCo Creator, the company's North American Beverages marketing innovation team, the experience, titled The Camo Collective, will be exhibited with the apparel collection at the first-ever ComplexCon on Nov. 5-6, 2016 in Long Beach, Calif., before heading to other DEW® activations later this year and in 2017.
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.