White Castle is Collaborating with Telfar on a Clothing Collection
Laura McQuarrie — September 12, 2017 — Fashion
References: whitecastle & adweek
Visiting a hamburger restaurant chain is a surefire way to spot employees sporting fast food uniforms, but soon, those who work at White Castle won't be the only ones sporting the iconic blue shirts.
In collaboration with New York-based Telfar, White Castle is launching a line of streetwear and other merchandise that will appeal to fans of the brand.
As part of White Castle's partnership with Telfar, there will also be exclusive new uniforms launched for employees of the chain. Previously White Castle embraced blue crewneck t-shirts, while the sleek new designs boast redesigned collars and stylized type. As White Castle vice president Jamie Richardson puts it: "This is a shirt you want to wear whether you’re at work or not."
In collaboration with New York-based Telfar, White Castle is launching a line of streetwear and other merchandise that will appeal to fans of the brand.
As part of White Castle's partnership with Telfar, there will also be exclusive new uniforms launched for employees of the chain. Previously White Castle embraced blue crewneck t-shirts, while the sleek new designs boast redesigned collars and stylized type. As White Castle vice president Jamie Richardson puts it: "This is a shirt you want to wear whether you’re at work or not."
Trend Themes
1. Fast Food Fashion - The trend of fast food chains collaborating with fashion brands to produce streetwear and merchandise could be an opportunity for other QSRs to tap into the apparel market and create unique brand identities beyond their menus.
2. Employee Branding - Developing trendy uniforms that resonate with employees and customers alike could become a new area of differentiation for businesses looking for ways to attract and retain staff while also boosting their brand image.
3. Streetwear as Marketing - More companies may begin to see streetwear collaborations as an innovative way to market themselves and extend their reach to younger, fashion-conscious audiences who may not otherwise be interested in their products or services.
Industry Implications
1. Fast Food - Fast food chains such as McDonald's, Burger King, and Taco Bell might want to explore creating their own clothing lines to cater to fans and employees alike, further promoting brand loyalty and diversity.
2. Retail - Retailers could partner with popular streetwear brands to create exclusive collections that feature their branding, offering more opportunities for cross-promotion and expanding their reach to new customer segments.
3. Fashion - Fashion brands that are looking to explore new collaborations and find creative marketing opportunities are advised to consider partnering with other businesses in different fields, including food to create streetwear collections and merchandise based on their unique identities.
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