Central to this trend is a joyful sense of kitschy irony that plays into ongoing, off-kilter aesthetics especially popular with younger demographics. When considering cross-category collaborations or exploring new product avenues, prioritise humour-led design and one-off collectibles to ensure a covetable and quirky conversation piece.

When it comes to apparel branded with logos of food and beverage companies, the line between merch and uniform becomes oddly – and, perhaps, intentionally – blurred. Feeding fashion’s penchant for high/low collabs and (often worrisome) obsession with working-class aesthetics, clothing and food brands alike are finding new, creative ways to authentically engage with this fascinating market niche.

It’s not just branded merchandise that’s hitting the spot with consumers; actual foodstuffs also play a huge role in the appeal of these crossovers. With a much shorter shelf life than a handbag or T-shirt, we analyse how companies are making edible, impermanent yet sartorially driven products appeal to customers across demographics.

Playing to the hypebeasts is key to cornering this market, where novelty and exclusivity combine to develop in-demand products almost guaranteed to cause a commotion on the resale scene – creating online buzz in the process. Here, we highlight the key engagement strategies and product categories needed to reach this clued-up cohort.