Brand Collabs Are Getting Wild

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Brand collaborations have become ubiquitous and… well, kind of weird… to the point that the trend may have reached its peak.

Why It Hits: Brand collabs used to be a rarity that signaled a big event. Nowadays, they’re a dime a dozen and seem to be used simply as another form of marketing. That’s led to product collabs getting crazier and more eyebrow-raising to break through in culture.

Behind The Box: Shoot us an email if you’ve bought one of these collab products.

Bonus points if you mailed your pee to a data center after Liquid Death and Garage Beer joined forces.

Final Test: There are a lot of reasons why collabs have reached a fever pitch, according to Insider. That can include a desire to quickly jump on a growing trend, a pivot to attract a new consumer, or, in some cases, simply a lack of exciting original ideas. The trick to a great collaboration, according to WGSN director Quentin Humphrey, is for the two brands to come together to “create new worlds.”

In the case of Gap’s recent collabs, that’s led to surging sales growth with Gen Z. In the case of Solly’s mac and cheese soda… the jury’s still out.

Prediction: It’s only a matter of time before a new hit brand refuses to do brand collaborations, opting instead for a less-is-more approach to its products and marketing.

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