Grocery brands have been catwalking their way into the fashion world for several years now. The 2022 Greggs x Primark range – featuring ‘freshly baked loungewear’, branded sliders and underwear – sold out almost instantly, and a follow-up ‘festival collection’ proved just as popular. Lidl’s garish blue, yellow and red trainers have seen several iterations – “they’re so crap, they’re spectacular” as one online sneakerhead noted – and attract fierce bidding on resale sites.
But there’s always a bit of knowing irony to the apparel. No one’s wearing, say, a bucket hat from KFC’s March collection (covered in ochre coloured sherpa fabric to resemble the chain’s fried chicken coating) without a slight smirk.
Jameson’s collaboration with Brooklyn-based, uber-hipster brand KidSuper, though, can be worn with straight-faced cool. Designed by the fashion brand’s founder Colm Dillane, the nine-piece “capsule collection” includes a signature track suit, football shirt, hats, hoodie and t-shirt.
There’s a clear football theme to the range, which was teased during Paris Fashion Week earlier this year. According to Dillane, the range strikes “a balance between nostalgia and newness, where Irish heritage meets New York energy” – perhaps best demonstrated by the soccer shirt with a grandma’s curtains-esque floral pattern. The insertion of the whiskey brand works nicely because it becomes kit sponsor for the fantasy team.
Although Jameson is a sponsor of this year’s Major League Soccer league, the collection is perfectly timed for the World Cup. Jameson shoots, and scores.
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