Lipton Ice Tea Launches 90s-Inspired Fashion Collection

Lipton Ice Tea has launched its first fashion collection in collaboration with streetwear brand Cruel Pancake, which is being promoted via a social media campaign.

The photo campaign, shot on the French Riviera, features 92-year-old model Andrés Garcia-Carro Crespo alongside Gen Z models to highlight the nostalgic vibe of the partnership.

The designer’s campaign is managed by Billion Dollar Boy and includes eight ambassadors promoting the collection on social media, supported by an influencer giveaway program targeting talent in various countries including the US, UK and Australia.

Thirty influencers will also wear the limited edition “That summer feeling” collection at Sziget Festival 2024 in Hungary, which kicked off on August 7.

The 25-piece collection is inspired by the 1990s, reflecting the aesthetic of the era and the nostalgia associated with Lipton Iced Tea as a summer staple.

The collection launched on July 13 at a pop-up event in Paris, which attracted over 1,500 visitors with no prior publicity. Those who missed the event can enter an online game hosted on Cruel Pancake’s Instagram for a chance to win items from the collection.

The collection features dynamic designs including Harrington jackets, shorts, bandanas, visors, towels and beach bags.

Victoire Binet, Director of Global Digital Marketing and Brand Engagement at Pepsi Lipton, said: “This collaboration with Cruel Pancake represents both a turning point and a continuation: Lipton Ice Tea represents sunshine in a bottle, tangy colors and a passionate community.

“Working with Cruel Pancake is a dream come true, as the DNA of our two brands is completely intertwined.”

Hugo Philip, Creative Director of Cruel Pancake, added: “We have worked hard on this collection to ensure impeccable details and a perfect fit. The creative proposition of this collaboration encourages us to move away from the conventional and shy and invites us to make a bold statement by wearing bright colours throughout the summer.”

Maxime Rozencwajg, Senior Account Director at Billion Dollar Boy, said: “We are very excited about this collaboration because of its unique approach to supporting creative entrepreneurs and inserting heritage brands into new verticals.”