Australia – Mountain Dew is venturing into fashion with the launch of Dew Drip, a limited-edition outdoor streetwear collection developed in collaboration with Australian label PYRA and creative agency VaynerMedia Australia.
Blending the bold energy of Mountain Dew with PYRA’s technical outdoor aesthetic, the capsule collection draws inspiration from the fast-rising Gorpcore fashion trend—a utilitarian style rooted in functionality and outdoor adventure.
The Dew Drip range includes waterproof puffer jackets, antimicrobial balaclavas, cargo shorts, and vests, all infused with Mountain Dew’s signature volt green, camo accents, and an unmistakable edge. Designed to turn heads both on and off the trail, the collection speaks to a Gen Z audience that craves fashion with purpose and personality.
“Gorpcore is having a huge moment but often feels muted or minimalist,” said Denny Handlin, executive creative director at VaynerMedia Australia. “We wanted to bring something that speaks to Gen Z’s style code: bold, functional, and fashion-aware. Dew Drip adds flavour to technical wear from a brand that’s never been afraid to have fun or create culture.”
The collaboration emerged from a shared ethos between Mountain Dew and PYRA—one grounded in exploration, energy, and the outdoors. “At PYRA, pushing boundaries is the ethos – in design, performance, and inspiring more people to move outdoors,” said Sam Moore, Founder of PYRA. “This same spirit fuels this collaboration: a shared love of nature, energy, and exploration.”
According to Rachel Siu, brand manager at Mountain Dew, the collection encapsulates the brand’s adventurous DNA. “With Dew Drip, we wanted to create the gear for that mission, but do it in a way that’s on-tone, culturally chaotic, and built for our audience.”
Karen Coleman, country manager at VaynerMedia Australia, described the partnership as a natural fit. “PYRA’s outdoor grit and street sensibility meet Mountain Dew’s bold energy head-on, and it clicked from day one. We’re proud to be both matchmaker and co-creator on this drop.”
The launch is being supported by a digital-first campaign across TikTok, Instagram, and Meta, with more content drops and surprise activations planned in the coming weeks.
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