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Dapper Dan talks logomania, free capsule collection with Pepsi for football season

Karu F. Daniels, New York Daily News on

Published in Fashion Daily News

NEW YORK — Dapper Dan is hoping to score a touchdown with his newest partnership.

The Harlem-based fashion designer — renowned for creating custom, luxury brand logo-clad garments — has partnered with Pepsi on a special capsule to coincide with the start of the NFL season, which kicks off this week.

On Wednesday, the beverage giant announced its collaboration on the limited-edition collection as part of Pepsi’s season-long “Made for Football Watching” campaign that encourages football fans to binge-watch NFL games.

“This partnership with Pepsi is like super amazing, mostly because we’re doing it here in Harlem,” the 77-year-old haberdasher told the Daily News from his 122nd St. atelier. “We are initiating it out of Harlem and this is always great for my community... and I’m excited about being able to do what I usually do.”

The capsule includes a handmade lounger – which Dapper Dan referred to as a “snuggie” during the interview – a hoodie, bucket hat and collectible Pepsi can all adorned with a specially designed Pepsi x Dapper Dan logo (the Pepsi logo, his initials and his name in big gold letters).

“The snuggie is what excites me the most,” he shared. “We have hoodies as well and I’m really elated about those also. But the snuggies is something I have never done before – this silhouette. And it just says so much about the football season football fans, and it’s so stylish.”


“You think somebody’s getting ready to walk the red carpet with it for fashion weekend,” Dapper Dan continued about the handmade, fleece-lined “lounger” with vegan leather pockets. “So it embraces a whole lot of what I stand for. And as well as what’s going on now, you know, with the fashion industry and with the NFL season starting.”

Officially named “The Pepsi x Dapper Dan Football Watching Capsule,” the collection dropped Sept. 9 on the websites and where fans can score items for free while supplies last through Sept. 23.

How did the deal come together?

“Some brilliant person at Pepsi said, ‘Look, let’s reach out to Dapper Dan and embrace this idea of logomania with our products,’ and they have an amazing symbol, because, as you know I’m into symbolism, they have amazing logo,” the New York Times best-selling author shared. “And I said, ‘Wow, that would be really catchy to have the Pepsi logo along with the Ds for Dapper Dan. You know, logomania is what I’m known for.”


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