Nineties kids’ favorite snack and jean brands have joined forces for an outside-the-box mini collection.
JNCO, the Los Angeles-based skate brand defined by its ultra-wide silhouettes and deep back pockets, partnered with Pepperidge Farm’s Goldfish brand to promote the crackers’ new Jalapeño Popper flavor.
The two-piece co-branded collection includes wide-leg black jeans punctuated by green stitching, an embroidered logo and “giant pockets to fit bags of Jalapeño Popper Goldfish so you can go for the handful on the go.” A black T-shirt features a neon green Jnco logo alongside jalapeño and Goldfish graphics.
Both the Jalapeño Popper flavor Goldfish and the apparel are limited-edition.
This is not the first time a fashion brand has linked with the food and beverage industry. Irony and nostalgia have defined collaborations for years, with key partnerships including rapper Travis Scott’s collaboration with Reese’s Puffs during Paris Fashion Week in 2019, which offered branded hoodies, T-shirts, cereal boxes, bowls and spoons that debuted at a popup and were sold online.
Cereal also took center stage for Champion and General Mills’ 2020 collection featuring breakfast favorites Lucky Charms, Wheaties, Cinnamon Toast Crunch and Honey Nut Cheerios imagery on classic Champion apparel. Denim brand Diesel also teamed with Coca-Cola to launch a collection made with recycled cotton and recycled plastic bottles in 2019 featuring men’s, women’s and unisex denim, sportswear and accessories.
The JNCO x Goldfish collection is now available on the JNCO website for $40-$200. T-shirts and jeans are available in non-gendered sizes S to XXL and waist sizes 28 to 44. Jeans will be shipped the third week of September.