New York – Following the launch of its healthy snacks, the yogurt manufacturer has debuted an accompanying clothing collection.
The collection, which includes onesies, hoodies, denim jackets and jewellery, ties in with the flavours featured in Chobani's Gimmies range of Greek yogurt snacks. To better instil a sense of hype around the launch, each product will launch online as a daily drop at 12pm EST and will be limited in number.
To create the collection, the brand hosted a series of focus group workshops to ascertain children’s priorities when it comes to clothing. ‘[One of the things we learned] was the desire for these kids to express a certain authenticity and uniqueness in how they dress,’ says Leland Maschmeyer, chief creative officer at Chobani. ‘We were very careful about overbranding these things. We really wanted it to feel like pieces of fashion as opposed to brand promotional pieces.’ As explored in our Childrenswear market, Generation Alpha are increasingly turning to fashion as a means of expressing their sense of identity.