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Nando’s Drops Heat-Reactive Clothing Capsule

Published 09 September 2022

3 min read

South African restaurant chain Nando’s Extra Hot merchandise is the latest food and fashion crossover to whet consumers’ appetites, playing into popular youth-led trends that favour irony, kitsch and novelty design.

Consisting of tees, sweatshirts, bucket hats and socks, the loungewear-style capsule collection (launched last month in the UK) is right on-trend for Gen Z consumers. The pastel palette is given a tie-dye effect thanks to the heat-reactive elements, and the kitschy branding highlights the restaurant’s different spice options.

Considering that Nando’s is a company famous for its spice-ranking chart – named the Peri-ometer – this heat-reactive merch drop makes perfect sense for its core customer base. The novelty element is a clever, on-brand in-joke to Nando’s penchant for spice, while the collection’s title, Extra Hot, plays on the streetwear term ‘heat’ (for shoes and apparel that are highly covetable).

Consisting of tees, sweatshirts, bucket hats and socks, the loungewear-style capsule collection (launched last month in the UK) is right on-trend for Gen Z consumers. The pastel palette is given a tie-dye effect thanks to the heat-reactive elements, and the kitschy branding highlights the restaurant’s different spice options.

Considering that Nando’s is a company famous for its spice-ranking chart – named the Peri-ometer – this heat-reactive merch drop makes perfect sense for its core customer base. The novelty element is a clever, on-brand in-joke to Nando’s penchant for spice, while the collection’s title, Extra Hot, plays on the streetwear term ‘heat’ (for shoes and apparel that are highly covetable).

Nando's Extra Hot

Nando's Extra Hot

Nando's Extra Hot
Nando's Extra Hot

This isn’t the only food and fashion partnership gaining momentum, with other restaurants and everyday-condiment brands also getting on board. US-headquartered Mexican restaurant Chipotle recently teamed up with New York-based upcycler and sustainable designer Nicole McLaughlin on a pair of cargo trousers made from the restaurant’s napkins. First shared online by the brand as a meme last year, they were subsequently released in online game Roblox, before being made by McLaughlin.

Additionally, Heinz has partnered with US resale platform ThredUp on a capsule collection of vintage pieces that have been stained with ketchup. All proceeds go to US-based non-profit Rise Against Hunger.

This isn’t the only food and fashion partnership gaining momentum, with other restaurants and everyday-condiment brands also getting on board. US-headquartered Mexican restaurant Chipotle recently teamed up with New York-based upcycler and sustainable designer Nicole McLaughlin on a pair of cargo trousers made from the restaurant’s napkins. First shared online by the brand as a meme last year, they were subsequently released in online game Roblox, before being made by McLaughlin.

Additionally, Heinz has partnered with US resale platform ThredUp on a capsule collection of vintage pieces that have been stained with ketchup. All proceeds go to US-based non-profit Rise Against Hunger.

Chipotle x Nicole McLaughlin

Heinz x ThredUp

Chipotle x Nicole McLaughlin
Heinz x ThredUp

Fashion’s obsession with kitsch and humour shows no sign of slowing down – if anything, expect to see even more quirky food collaborations pop up in the near future.

Fashion’s obsession with kitsch and humour shows no sign of slowing down – if anything, expect to see even more quirky food collaborations pop up in the near future.

Want to know more?

This is just a glimpse into our extensive reporting for members on the shifting consumer and product trends in Fashion. Get in touch so someone from the Stylus team can explain how your business can harness the power of trends and insights like these – and more.

Want to know more?

This is just a glimpse into our extensive reporting for members on the shifting consumer and product trends in Fashion. Get in touch so someone from the Stylus team can explain how your business can harness the power of trends and insights like these – and more.