Jam Industries links with Mayfair Chippy for clothing launch

Jam and chips? Surely not! But food and fashion collaborations are becoming increasingly popular and this one mixes fashion brand Jam Industries (“designed to bridge the gaps between city and coastal style”) with the upscale London restaurant The Mayfair Chippy (TMC). Result has been a limited edition clothing range for National Fish and Chip Day (5 June).

Featuring T-shirts and caps “to celebrate Britain’s best loved dish” and those having pre-booked a table on the day at its Mayfair restaurant and quoting ‘National Fish and Chip Day’ are automatically entered into a prize draw to win the full TMC × Jam clothing bundle – “the ultimate collab giveaway for lovers of great food and standout style.”

The TMC

On offer are two T-shirts (priced at £39 each) as well as a cap (£25), “inspired by British seaside nostalgia and nautical design.”

As mentioned, food and fashion collabs are increasingly popular for brands and among consumers who are always looking for something that bit different.

The famous Primark x Greggs link-up is one of the best known. But we also see ideas such as Burberry‘s campaign against the backdrop of a fish & chip shop, or its London fashion Week link-up with Norman’s Cafe as part of the Burberry Streets takeover.

Back with this particular launch, Jamie Jones, co-founder of The Mayfair Chippy said: “Fish and chips is such an iconic part of British culture, so we wanted to celebrate National Fish and Chip Day in a way that felt creative, fun, and uniquely London. Partnering with Jam Industries allowed us to bring together food, fashion, and nostalgia through a collection that reflects both brands and the spirit of the British seaside.”

mark Jordanco-founder of Jam Industries, added: “As a West Country brand with a single store in London, we loved the concept of collaborating with the Mayfair Chippy, London’s most luxurious fish and chip shop.

“Despite operating in completely different industries, we feel the two brands are perfectly in sync, and we shared the belief that there’s a lot more fun to be enjoying the cultural overlaps of fashion and food going forwards, in a world where ‘offline’ experience and ‘fun’ go a lot further than anything else.”

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