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It started as a joke. Last summer, the most stylish people suddenly set their sights on a Lidl’s €12.99 sneaker. Its re-sell value on social media escalated to a hundred times its price. Snobbery withstands crises and viruses. But these yellow, blue and red sneakers were only sold in Belgium and in the Netherlands… From pure frustration, the French Internet users demanded them. And they were heard. Since November 15, the German discount store has been selling at low prices a new fashion brand in France. This collection, with the Lidl logo as style icon, consists of a dozen items, including T-shirts, flip-flops (always smart), socks and, of course, the famous sneakers. These products with a strong visual identity are priced from 2.99 to 12.99 euros. Notice the precision. Besides this corporate branded range, Lidl has been selling for many years ready-to-wear garments that have never generated the same enthusiasm.

The power of logo skeptics can change their mind. Fashion brings its share of unexpected and mystery ingrediends to the successes it makes and unmakes. This is probably at the root of the fascination it sparks. Not so long ago, yellow and red DHL branded T-shirts also whipped up a storm in the fashion planet. We know that fashionistas adore parading themselves with Kipsta shorts or Kalendji sneakers, two Decathlon brands, and Balenciaga accessories (currently) considered as the ultimate cool luxury brand.

The wave is also touching the coasts of the food world. On snipes.fr, a popular website among those under 20, we can buy T-shirts, jackets, caps and socks bearing the Sprite logo. When will we see a Carambar of Figolu clothing line? The delivery service website imagined by the Big Mamma group, temporarily deprived of its restaurants for Millennials and Gen Zers, diplays an outfit tab offering diverse T-shirts: corporate branded (29 euros) or inscribed with “Fuck Frump”, “Rital Style” or “Plastic Sucks” (25 euros). These variations can seem anecdotal, but food brands may appear on our food some day… Pop culture has not revealed all its potential.

So What ?

If food has become more important than clothes for people in their thirties, food brands should think about how to invest the fashion world to target their 20-year-old clients…

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