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Pepsi Joins Sarah Jessica Parker At Steve & Barry's

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Retail chain Steve & Barry's has been making news with its $19.99 and under exclusive collections from such celebrities and athletes as Sarah Jessica Parker, Amanda Bynes, Venus Williams, Stephon Marbury and Laird Hamilton. But the company has not forgotten it's bread-and-butter roots: licensing deals to put popular icons and logos on T-shirts, hats and other apparel.

The latest brand added to the Steve & Barry's roster is Pepsi-Cola North America, Purchase, N.Y., which has signed a deal for a new collection of Pepsi-branded tops for men, women and juniors. The collection, scheduled to hit Steve & Barry's this fall, is expected to tap into Pepsi's 100 years of icons, slogans, artwork, graphics and advertisements on clothing that will encompass retro and Hollywood chic.

The Joester Loria Group, New York, handled the deal for Pepsi. Financial terms were not disclosed.

Among others, Marvel, World Wrestling Entertainment, General Motors, Ford, Kellogg, Hershey's, Coors and more than 200 universities have licensing deals with the Port Washington, N.Y.-based retail chain, which currently has 270 locations in 38 states.

"We are very excited to add Pepsi to our expansive portfolio of licensed products," Howard Schacter, Steve & Barry's chief partnership officer, said in a statement. "Pepsi is a globally recognized super-brand that will widely appeal to consumers nationwide."