Created in 1985, initially printed on t-shirts, Fido became a cult advertising character when PepsiCo bought the rights in 1988 for its drink 7 Up. We then find him on many products: school supplies, sneakers, bed linen... A young, mute, seductive, hip hop, urban character but who likes to take it easy, Fido Dido has become an international phenomenon and icon of pop culture, which still inspires the fashion world.