Pepsi brand pushes new clothing line with AR dressing experience

PepsiCo's brand, Waves, and the street cultural apparel brand VFiles have launched the Camo Out clothing line, which features smart wearable clothing such as coats with built-in speakers and hats with cameras.

At the Complex Con in California, participants simply step into the ComoFlector and the costumes are superimposed on the audience to see the actual wear without the dressing room. This is the experience with augmented reality (AR) technology.

The coats in this collection have their signature green and white camouflage, a Bluetooth microphone in the hood, and a waterproof, windproof nylon.

The black hat is called the Snap-Cam Tech Cap and is equipped with a camera that can be wirelessly connected to the phone. This camera has 720p resolution and 8GB of storage.

Maybe you will wonder how a beverage brand has come up with clothing? In fact, this collaboration is part of the Pepsi Creator program, which is to market the Pepsi brand through cutting-edge cultural experiences. In February, they also used NBA star Russell Westbrook to use Google's virtual reality (VR) drawing software Tilt Brush to draw.

The surf and VFile started working together at the end of August, and the designers began to showcase new clothes in the Fashion Week in September.

Carlos Saavedra, senior director of PepsiCo North America, said: "This collection will be iterative in 2017, adding microchips and rechargeable materials."