As festival season hits full swing, Pepsi is rethinking one of its most disposable objects. The brand has teamed up with A Jewellers, known for pieces worn by some of the UK's biggest names in music, to turn the classic gig wristband into something built to outlast the weekend it was made for. At the centre is an ultra-limited drop: just ten silver wristbands, featuring a linked circular chain and a sleek plaque bearing the Pepsi name in zircon-set lettering. Industrial in its detailing yet...

“Culture” appears constantly in fashion. It sits in campaign language, in casting conversations, in brand messaging that tries to signal relevance. The word moves easily. Its meaning doesn’t always hold.