Summary:
- Anti Social Social Club and The Breakfast Club have teamed up to release a capsule collection celebrating the café’s 20th anniversary.
- The limited-edition collection includes co-branded hoodies, tees and an apron with playful food-themed graphics.
- Campaign imagery was shot at the original Soho location, with staff modeling the pieces, who will also serve as the official uniforms across all Breakfast Club locations nationwide.
Anti Social Social Club (ASSC) has teamed up with one of London’s favourite brunch spots, The Breakfast Club, to release a limited-edition capsule that celebrates the restaurant’s 20th anniversary. The collection includes bold graphic hoodies, tees and an apron that feature co-branded designs, blending London’s brunch culture with ASSC’s rebellious streetwear spirit.
Since its inception in 2014, the Los Angeles-based streetwear brand’s unique and unexpected collaborations have helped to propel its cult-like following. Key design features in the collection include ASSC’s capitalised logo coupled with a “yolk yellow” Breakfast Club logo cleanly placed underneath. (It’s the same color the founders painted the café back in 2005 when they first opened, long before the avocado-and-egg-obsessed era took rise.) Playful graphics are also seen sprinkled across select pieces including cartoon characters of an egg, bacon, and a salt shaker – visuals that channel the eatery’s unapologetic love for comfort-food through a contemporary streetwear lens.
Adding to the overall wholesomeness of the collaboration, the café’s original location on D’Arblay Street in Soho, London, served as the perfect backdrop to the campaign shoot, with both front of house staff and chefs modelling pieces from the collection. The restaurant is even updating its official uniform policy and staff across Breakfast Club locations nationwide will be wearing pieces from the ASSC collaboration, helping to kick off the company’s 20th year with a fresh look.
“This might just be the coolest thing we’ve ever been a part of,” says Tom Williams, Head of Marketing at The Breakfast Club.
The collection launches exclusively through ASSC’s website on August 2.
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