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How Food & Drink Became A Streetwear Thing

Sanj Patel
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The bogo coloured Supreme x Oreo cookie marks the next generation of streetwear collaborations with food & drink companies.

Last month, the US based snack took to social media, tweeting a Double Stuffed red cookie filled with white cream and embellished with the Supreme logo, along with the words: “Dropping soon.” The tweet garnered 3,200 likes and 750 retweets within an hour. It’s not an unusual collaboration for Supreme however. A glance at the brands history will show you that this isn’t the first time that Supreme has applied its unconventional thinking to a seemingly random object. For example in 2016, Supreme released a $30 brick which sold out instantly and was resold for over $1k on eBay shortly afterwards. Furthermore, the brand also bought a front page ad on the New York Post and copies of the newspaper flew off the shelves, before being resold for $20 each.

Kith Cola Cola

Above: The streetwear drink connection with the Kith x Coca Cola collab from 2019.

Shop // Kith

This is not the first time that streetwear brands and food & drink companies have come together. In 2019, US based streetwear brand KITH unveiled their latest collaboration with Coca-Cola. It marked the pairs 4th collaboration, again drawing inspiration from the drink retailer’s archives, while also referencing the island lifestyle of Hawaii. The collection saw an introduction of bold and daring colours pallets and outlandish prints, the ready to wear pieces included denim truckers, camp shirts, board shorts, short-sleeve rugby shirts, and windbreakers, in addition to swimwear and surfboards.

KFC x Human Made Food Streetwear

Above: The streetwear food connection with the KFC x Human Made collection from 2018.

Shop // Human Made

It seems that the KFC x Human Made back in 2018 had the same idea. Delving into the ‘Finger Licking’ KFC archives for design inspiration the collection prominently features the fast-food chains distinct red, white and black colour pallet all with a touch of HUMAN MADE’s attention to detail. Printed on HUMAN MADE threads, the tees, accessories, bags and headwear bear restaurant’s iconic Colonel logo, alongside text and prints alluding to both brands. Outerwear pieces, such as the hoodie and jackets, feature bold prints to further the connection to the fried chicken mogul.

BAPE x Heineken

Above: The streetwear drink connection with the BAPE x Heineken collab from 2017.

Shop // A Bathing Ape

In 2017, A Bathing Ape came together with Heineken on a limited edition capsule comprised of four pieces. Dubbed ‘#Heineken100 program’, the collaboration saw a half-zip pullover shark hoodie, a camo coach jacket, a T-shirt, and a six-pack bottle carrier. All items are embellished with co-branded details. Unlike the brands previous projects, the limited collection was available to purchase for anyone aged 21 or old at a New York based pop-up store.

Stella x YMC

Above: The streetwear drink connection with the YMC x Stella Cidre collab from 2015.

Shop // YMC

Then in 2015, London born minimalist brand, YMC, joined forces with Stella Artois for some summery fruit prints and a celebration of the lager brands’ ‘C’est Cidre’ marketing campaign. The collection featured an assortment of tailored pool wear with apple prints, great for supping a few cold ones in the sun.

Moving back to 2020, the Supreme x Oreo packages include three sandwich cookies, originally retailing for $8, the food x streetwear collaboration can be found at selling on eBay for up to $17,000. The dominance of Supreme is still evident in the streetwear world. Put the Box Logo on a random packet of pretty much anything & watch the resale value keep rising. Streetwear biscuits, whatever next?

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