Danish sportswear brand Hummel has teamed up with US cereal company Kellogg’s, and specifically its Corn Flakes brand featuring mascot Cornelius the Rooster, on a limited-edition lifestyle collection of jerseys, T-shirts, socks and sneakers.
The ‘Stockholm LX-E Kellogg’s’ sneakers even feature the rooster proudly perched on the tongue and ‘Kellogg’s’ on the heel.
It follows a long line of fashion brands and retailers collaborating with food companies, which in recent years have included Nike x Ben & Jerry’s, Palace x McDonald’s, Moschino x McDonald’s, Crocs x KFC, Crocs x Pop-Tarts, Primark x Greggs, Supreme x Oreo and A Bathing Ape x Coca-Cola.
The playful new Hummel x Kellogg’s collection draws on athletic heritage and “breakfast nostalgia” – featuring Kellogg’s vintage imagery and Hummel’s signature chevrons.
It includes a football jersey featuring the famous Corn Flakes’ rooster on the left chest and a number three with ‘Cornelius’ on the back, and sports socks with an embroidered rooster, which are retailing at €18.95 on Zalando, as well as on the Hummel website, from today, 12 April.
Guaranteed to turn heads and evoke memories, the collection is described as “not just a step back in time, but a leap into a future where breakfast meets the streets”.
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