Mountain Dew is entering the fashion fray with a new, limited-edition product release aimed at its most loyal fans. The beverage brand has launched “Mountain Dew Djorts”, denim shorts designed with built-in utility features and a distinctive Y2K aesthetic.
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Produced in a strictly limited run of 85 pairs, the Djorts will not be available for sale but can be won through a competition targeting Australian consumers.
The initiative follows sustained demand from Mountain Dew’s self-described “Dew-Hard” community and reflects the brand’s ongoing embrace of pop culture mashups.
Dew die-hards demand djorts.
According to the T&Cs, the djorts are valued at $120 (!!!) a pair, so Dew die-hards should denim up and enter while they can.
The unisex shorts feature several functional elements: a built-in bungee cord for keys or sunglasses, a dedicated ear pod pocket, a cooler pouch for beverages, and an oversized utility pocket for everyday essentials. The shorts are designed for versatility, described by the brand as “adventure-ready,” suitable for “trails, tides, and detours.”
With signature green accents and a cargo-style silhouette, the Djorts blend “Gorp-core” styling, a reference to utilitarian outdoor fashion, with early 2000s design cues. Mountain Dew is positioning the garment as both an ironic and iconic expression of brand loyalty and internet culture.
Fans can learn more and enter to win a pair via Mountain Dew’s Instagram. Entries close on 30 June.