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  • Writer's pictureCoco Guo

SUPERMARKET being a new spot for clothes shopping?



Accessible Fashion


Kicking off 2024 with some serious style, Kanye West’s former stylist, Darryl Brown, has launched an exciting collaboration between his own brand, Midwest Kids, Walmart, and NTWRK. This cool partnership is part of Walmart's "Black & Unlimited" initiative, which celebrates creativity in the Black community. Darryl, along with his partner Destanie Rodriguez, chose a really special theme for this collaboration: planting seeds and giving flowers to highlight the importance of appreciating people while they're still around.



































The result? A super stylish Midwest Kids capsule collection that’s got Darryl’s unique touch all over it, created exclusively for Walmart and NTWRK. In true spirit of the theme, Darryl sent out flowers and some pieces from the collection to his friends, including celeb DJ Steph Floss, Columbus Fashion Alliance founder Yohannan “Yogi” Terrell, and his childhood buddy and Army vet, Jeron Ellis. This sweet gesture not only celebrated his new line but also brought a personal touch to the launch, making it a standout moment in early 2024 fashion.


This latest capsule series from Midwest Kids is seriously shaking up the game, not just because of its cool factor but also because you can snag it at Walmart—yes, both online and in 700 physical stores. What’s even better? The prices are super wallet-friendly. We’re talking iconic printed T-shirts starting at just $9.98, and comfy sweats and sweatpants for only $19.98. Plus, they're even raffling off stylish jackets and bucket hats for a buck through NTWRK. The collection flew off the shelves as soon as it dropped in some Walmart locations, selling out almost instantly.



Midwest Kids Capsule Collection Official Website




This brings to mind ConvenienceWear, the trendsetting brand co-founded by FamilyMart and FACETASM’s Hiroshi Ochiai back in 2021, which had its first fashion show just over a month ago. Held as part of Fami-FEST, the show turned a FamilyMart store into a runway, blending convenience with high fashion. So, is shopping for clothes at supermarkets and convenience stores the next big thing? It sure looks like it. Supermarkets today aren’t just expanding their horizons in streetwear; they’re totally reinventing their role in fashion, reaching new audiences, and making it cool to grab your next favorite outfit while picking up your weekly groceries.




FamilyMart Showcases Latest ConvenienceWear Collection at Its Debut Runway Show





From Aisles to Aesthetics


Supermarkets and convenience stores have evolved beyond mere grocery stops into trendy hubs for the latest fashion. These retail giants are now collaborating with fashion and streetwear brands, merging everyday shopping with chic designs and making high fashion more accessible. Exclusive collaborations introduce fresh styles and offer a platform for emerging designers to shine in unexpected venues.


Take Target, for instance. A major player in U.S. retail, it has leveraged co-branding to stand out, partnering with labels like Mulberry, Missoni, and Phillip Lim to offer affordable fashion with the price ranging $50 to $70. Its recent collaborations with brands like Rowing Blazers continue to generate excitement with limited edition drops.



Target X Rowing Blazers



The partnerships allow designers to reach wider audiences, making designer items more affordable and available to the general public, thus transforming the shopping experience and making designer fashion accessible without a hefty price tag.




Chic on a Budget


Let's talk deals: Snagging trendy streetwear at convenience store prices? Yes, please! Supermarkets have mastered the art of offering fashion at prices that are too good to pass up, making it super accessible for everyone, especially the young and budget-conscious. Who wouldn't want to pick up the latest styles without draining their wallet?


Plus, these retail giants aren’t just selling clothes; they’re leveraging their supply chains to dominate the market with their own products. They've moved from catering to everyone to targeting niche markets, building a strong and authentic brand image in the process. It's all about bringing cool, affordable fashion straight to the people.


F&F at Tesco


It's clear that as the fashion game changes, big supermarkets and convenience stores are stepping up their style. They're collaborating with cool co-branding partners, bringing on creative designers who really get the vibe, and trying out unique drop styles. All this innovation is expanding their reach and turning grocery shopping into a trendsetting excursion. Who would have known picking up milk could be so fashionable?






References


Leung, Z. (2023, December 7). FamilyMart showcases latest ConvenienceWear collection at its debut runway show. Hypebeast. https://hypebeast.com/2023/12/familymart-runway-show-debut-conveniencewear-line-collection


Mills, C. (2024, April 4). Serving looks on aisle three: how is supermarket fashion performing? Retail Week. https://www.retail-week.com/fashion/serving-looks-on-aisle-three-how-is-supermarket-fashion-performing/7045517.article



Target : Expect more. pay less. (n.d.). https://www.target.com/



Yogi Terrell. (n.d.). MY CCAD. Retrieved May 4, 2024, from https://my.ccad.edu/people/yogi-terrell



FACETASM e-store. (n.d.). FACETASM e-store. FACETASM E-store. https://store.facetasm.jp/


NTWRK - Live video shopping. (n.d.). https://thentwrk.com/





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