NEW SOUTH WALES, AUSTRALIA – Mountain Dew goes full-send into fashion with “Dew Drip,” a limited-edition Gorpcore-inspired capsule co-created with Aussie street-meets-outdoor label PYRA, via VaynerMedia Australia.
Born from a shared love of the wild, the rugged, and the adventurous, Dew Drip fuses Mountain Dew’s bold energy with PYRA’s technical edge, resulting in gear made not just for the trail, but for turning heads on it.
Turning utility into identity: The creative spark
The idea behind Dew Drip started with a simple question:
“What happens when a bold beverage brand collides with a fashion trend built on utility and restraint?”
With Gorpcore’s rise from niche aesthetic to streetwear staple, VaynerMedia saw an opportunity to bring energy and irreverence to a space known for muted palettes and serious specs.
“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.”
A limited-edition collection built for altitude, strolls, or scrolls
The collection is loud, functional, and laced with attitude. Think waterproof puffer jackets, antimicrobial balaclavas, cargo shorts, and vests, all infused with volt green highlights, camo details, and an unmistakable Dew twist.
“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.”
“It’s proof that Dew doesn’t just belong on shelves; it belongs in culture,” concluded Denny. “Whether it’s fashion, gaming, or the outdoors, Dew speaks the language of its people. Dew Drip is just the latest way we’re showing up in unexpected ways, and still feeling right at home.”
From beverage to balaclavas: Dew’s cultural evolution
“Unleashing the spirit of adventure is at the core of what Mountain Dew stands for,” said Rachel Siu, Brand Manager at Mountain Dew. “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.”
“Some matches just work,” said Karen Coleman, Country Manager, VaynerMedia Australia. “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.”
CREDITS
Creative & Media: VaynerMedia Australia
- Country Manager, Australia: Karen Coleman
- Executive Creative Director, Australia: Denny Handlin
- Group Business Director: Taryn Vernoy
- Senior Creatives: Char Meldrum-Hanna & Lehi Curtis
- Creator: Raveen Jayawardene
- Associate Strategy Director: Dan Azzopardi
- Post-Creative Strategist: Faith Alviz
- Media Director: Taylor Kanty
- Media Manager: Carla Ishak
- Senior Project Manager: Charlotte Lowndes
- Senior Account Manager: Katrina Nakhoul
Editorial & Production: Archetype
- Editor-in-Chief: Cass Navarro
- Director/Photographer: Andrew Diprose
- DOP: Jesse Gohier-Fleet
- 1st AD: Nathan Guy
- Stills Assist: Jake Nemirovsky
- Editor: Luke Hackett
- Sound Design: Samuel Cooke
- Hair/Makeup Artist: Sarah Peart
- Talent: Monsieur Banana, Godsway, Moses
PR: Golin Australia
- Business Director: Jami Gandha
- Senior Integrated Project Manager: Joey Gan
PYRA
- Founder & Creative Director: Sam Moore
