Froot Loops from Kellogg’s may be one of America’s favourite breakfast cereals – but a Froot Loops fashion range?
Yes, you read correctly: the cereal company has partnered with AwaytoMars to create a collection of 10 unisex pieces featuring imagery inspired by the colourful cereal.
The apparel range has already gone on sale at the Kellogg’s NYC Cafe off Times Square in New York and fans can buy it online.
“So many of us have memories associated with colourful bites of Froot Loops, and through the power of our co-creation community, we quickly expanded our designs beyond the cereal’s bright red box,” said Alfredo Orobio, AwaytoMars founder.
“Together, we found a way to infuse the fun, playful spirit of Froot Loops and tie the capsule to the full AwaytoMars Spring/Summer 2019 collection, which is inspired by the visuals of early 20th-Century silent movies.”
As Orobio put it so well: the collection shows that when it comes to fashion, inspiration can pour in from anywhere – even a bowl of cereal.
Nearly 700 designers participated in AwaytoMars’ co-creation model to develop the broader seasonal collection, which includes hats, t-shirts, sneakers, hoodies, jackets and dresses. The Froot Loops fashion range is just a small part of the broader collection, which will be released on September 27 in Paris.
Pieces in the collection sell from between $30 and $185.
AwaytoMars is a co-created fashion brand that has just launched in the US. The brand believes “ideas supersede hierarchy and inspiration can come from anywhere”. The label seeks to pioneer a new movement in fashion by bringing the elements of co-creation, crowdfunding and profit-sharing to the forefront of the fashion world.