Mountain Dew and PYRA go full gorpcore with new outdoor-inspired capsule collection and campaign via VaynerMedia Australia and Golin
Hot off the success of the Mountain Dew Djorts launch in early June, the brand is back – and this time, it’s gone full gorpcore. Teaming up with cult outdoor label PYRA, Mountain Dew has dropped its first-ever apparel line: a bold fusion of gorpcore aesthetics and high-performance technical wear, designed for the outdoors and made to turn heads. The campaign was created in partnership with VaynerMedia Australia and Golin Australia.
The Mountain Dew x PYRA collaboration is a tongue-in-cheek love letter to the gorpcore trend – where utility meets irony, and “tech-wear” means you’re either going hiking or just really committed to brunch. Crafted in the serious specs you’d expect from PYRA – think: 3M Thinsulate featherless insulation and antimicrobial tech – the collection is designed to thrive in the wild and urban streetscape (or utilised as a humble brag to your friends on Instagram).
The exclusive collection includes:
- Camo & Volt Green Reversible Puffer Jacket, with waterproof shells and insulation using 3M Thinsulate™ featherless down
- Sherpa Fleece Balaclava Hoodie
- Brush Camo Shell Jacket, with custom Scribble Camo artwork
- Realtree Multi-Pocket Camouflage Vest
- Relaxed-Fit Nylon Pocket Tee & Graphic Tee in 220gsm Organic Cotton
- Nylon Baggy Cargo Pants
- Brush Cargo Nylon Shorts
- Anti-Microbial Realtree Balaclava
- Realtree Hike Cross Body Bag
- Brush Camo & 2 Tone Strapback Hats
“At PYRA, pushing boundaries is the ethos – in design, performance, and inspiring more people to move outdoors. That same spirit fuels this collaboration: a shared love of nature, energy, and exploration,” says Founder of Pyra, Sam Moore.
The collection is anchored in Volt Green, a signature colour for both brands, pulsing through every piece with bold intent. From the streets to the trails, each item is built for versatility, featuring custom camo prints, waterproof shells, and featherless insulation.
“Mountain Dew’s always been about living life loud – and this range lets us take that attitude to fashion,” says Mountain Dew’s Brand Manager, Rachel Siu. “It’s technical gear, yes. But it’s also fun, bold, and brings a playful twist in the best way possible.”
Rooted in passion for the outdoors and the spirit of adventure, the Mountain Dew x PYRA gorpcore capsule is action wear for a new generation – designed for performance but made for those who don’t take themselves too seriously. With this exclusive collaboration, Mountain Dew cements its place not just in your fridge, but in your wardrobe.
The Mountain Dew x PYRA capsule is available now. For more information on the collection, please visit https://www.pyraelements.com/collections/pyra–x–mountain–dew. Don’t wait – pieces are limited and once they’re gone, they’re gorpcore history.
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
Founder & Creative Director PYRA: Sam Moore
Editorial & Production: Archetype
Account Manager: 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
Public Relations: Golin Australia
Business Director: Jami Gandha
Senior Integrated Project Manager: Joey Gan
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