On March 13th Marketing Interactive published and article on the growing trend of fast food and fashion collabs, featuring a contribution from Bonsey Design Senior Consultant, Graham Hitchmough. Below is an extended version…
Fast food and fashion have always had a natural chemistry, but in today’s drop culture, the relationship is stronger than ever. With their seasonal launches, returning fan favorites, and limited-edition runs, F&B brands are tapping into the same hype-driven formula that fuels streetwear. The result is consumers – especially younger ones – being more than happy to wear their favorite brands on their sleeves, whether as a statement, a trend, or even with a wink of irony.
The Secret Sauce: Authenticity
Consumers can sniff out a cash grab from a mile away. The brands that get this right—McDonald’s, KFC, Dunkin’—know how to mine their DNA. They highlight the right products, team up with the right fashion labels, and, crucially, tap into the right cultural moments. Think Chagee and ZUS Coffee partnering with PMC to celebrate Malaysian heritage – these collabs resonate because they feel genuine. At the end of the day, the products have to stand on their own as desirable, collectible, and wearable.
The Biggest Risk? Looking Try-Hard
Jumping on a trend is not the same as contributing to it. Consumers are sharp, and if a collab feels lazy, forced, or low-quality, it’ll backfire. Food brands need to be selective – these partnerships should be part of a well-thought-out strategy, not just one-off gimmicks.
Scarcity Sells
Limited availability is the name of the game. Social media drives the hype, FOMO does the rest. Smart brands fuel this with influencer and celebrity tie-ins, gamification, and viral marketing. The goal? To make people feel like they need to get their hands on that merch before it’s gone.
Dunkin’: A Masterclass in Brand Evolution
Dunkin’ has used its merch line to go beyond coffee and donuts, successfully repositioning itself as a lifestyle brand. Seasonal drops, collabs with streetwear and pop culture icons, and strategic partnerships (hello, Ben Affleck and Charli D’Amelio) have kept the brand playful, self-aware, and culturally relevant. It’s not just selling coffee—it’s selling an attitude.
The Takeaway
Done right, food-fashion collabs are a perfect recipe for hype, brand love, and even new revenue streams. But brands need to play the game with authenticity, strategy, and an understanding of what makes their products – and their audience – tick. Otherwise, they risk looking like just another brand trying too hard to be cool.