Octopus teams up with 7UP to celebrate a Nineties icon who came from nothing but anticipated everything. “Fido sees all. Fido doesn't judge. Fido is innocent. Fido is powerful. Fido comes from the past. Fido is the future.”
Fido Dido was just a drawing by two friends from New York, Sue Rose and Joanna Ferrone, sketched for the first time on a napkin in a bar one ordinary afternoon. Then Joanna and Sue started self-producing T-shirts and bags to give to friends and after a few weeks, demand grew outside their friendship circle: Fido Dido was a phenomenon.




From New York to the rest of America and then the world, thanks to an offer from 7UP, who suggested making Fido Dido the star of a series of animated adverts. The two friends had one condition, which was that Fido Dido's original message stayed the same: “You are what you are and what you are is OK”.











For summer 2023, Octopus and 7UP present a limited edition capsule collection: the iconic tentacle graphic is reinterpreted by 7UP, now featuring Fido Dido and even fresher. The collection includes 3 hoodies, 4 T-shirts, 2 swimming costumes, a pair of shorts, a varsity jacket, a football jersey, a shirt, and a set of accessories: socks, a cap, a bucket hat, and a beach towel.
Available now in shops and online at octopusbrand.com.