While most of us were raised with the advice to keep food off our clothes, brands are now flipping this idea on its head, proudly displaying food and beverage (F&B) products on exclusive apparel. In recent years, food brands have embraced clothing collaborations as a distinctive marketing strategy designed to engage consumers and spark buzz.
One notable example is the October collaboration between Ya Kun Kaya Toast and athletic apparel brand Adidas. The “Raise a Toast” merchandise collection featured graphic tees, hoodies, shoe charms, and enamel pins inspired by Ya Kun’s popular menu items, including kaya butter toast, iced tea, and soft-boiled eggs. Similarly, in Malaysia, coffee chain ZUS Coffee partnered with local brand Pestle & Mortar Clothing (PMC) to launch a limited-edition collection last November. Most recently, McDonald’s Singapore collaborated with screen printing company Konstrukt Laboratories to make its McGriddles wearable.
As food and fashion drops flood the marketing world, many are asking: why are food brands jumping on this trend, and how can they make the most of these collaborations?
A Trend That Resonates Beyond Taste
Food and fashion have always shared a connection, but today’s “drop culture” strengthens this link. According to Ritu Nakra, General Manager at Landor Delhi, the intersection of flavor and fashion creates an exciting space for disruptive storytelling. Fashion offers food brands the opportunity to extend their role beyond the traditional consumer journey, reaching consumers in the micro-moments of their lifestyle.
“These collaborations help food brands stay relevant, tap into pop culture, and drive cultural significance. When consumers wear a food brand’s apparel, they become brand advocates,” Nakra explained.
From a business standpoint, Nakra believes entering the fashion space can help food brands expand into new markets and create additional revenue streams.
Graham Hitchmough, Chief Operating Officer at The Bonsey Design Partnership, added that food brands can tap into the hype-driven nature of streetwear with seasonal launches and limited-edition drops. “This crossover enhances their visibility and relevance as lifestyle staples, particularly among younger consumers who are eager to wear their favorite brands, whether for fashion, statement-making, or irony,” Hitchmough noted.
The Risks of Brand Misalignment
While food-themed apparel collaborations have gained traction, venturing into the fashion world does come with challenges. Virginia Ngai, Associate Partner at Prophet, highlighted several risks, including authenticity issues, quality control concerns, and the potential for misaligned brand values.
“Although these partnerships can generate short-term excitement, brands must leverage them to build long-term equity, expand their customer base, and strengthen loyalty. A misaligned collaboration can harm a brand’s reputation rather than enhance it,” Ngai warned.
Nakra echoed these concerns, stressing that the biggest risk is brand dilution if there is a mismatch in values or an imbalance in partnership dynamics. “If the fit isn’t right, it’s a wasted effort. Consumers expect consistency across all brand touchpoints, and low-quality merchandise can significantly hurt a brand’s reputation,” she said.
The Power of Scarcity and Digital Influence
To succeed in this strategy, food brands must tap into digital platforms and collaborate with influencers to generate buzz and virality. Nakra noted that fashion influencers can introduce food brands to a wider and more diverse audience, elevating the brand’s cultural relevance and “coolness” factor.
Ngai also emphasized the importance of partnering with influencers or fashion brands that align with the target audience, ensuring credibility and reach.
However, Hitchmough cautioned that consumers can easily detect when a collaboration feels like a cash grab. To truly succeed, brands must dig into their DNA and align with their core strengths. “The best collaborations also tap into broader cultural moments, such as Chagee and ZUS Coffee partnering with PMC to celebrate Malaysian heritage. Ultimately, the products need to be desirable, collectible, and wearable,” he said.
Additionally, Hitchmough believes that the perceived scarcity of these collections plays a crucial role in their success. “Social media drives the hype, leveraging influencer endorsements and incorporating gamification elements to create a ‘fear of missing out’ (FOMO),” he said.
As food brands continue to explore fashion collaborations, it is clear that when executed well, this trendy marketing combo can leave a lasting impact, blending culture, style, and taste in ways that resonate with modern consumers.
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