British brand Greater Goods is really pushing fashion innovations with its unexpected all-conditions technical jacket designs. While in April the brand collaborated with Salomon on the S/Lab Hydration Crew Jacket, now, it is venturing into the fashion-meets-food category with the All Conditions Greggs technical jacket.
For those outside of Britain, Greggs is a British bakery chain, popular for its sausage rolls in the UK. Cheekily, the new all-technical jacket by Greater Goods seeks to satisfy snacking needs on the go and during even the most strenuous adventures.
Greater Goods' All Conditions Greggs technical jacket features BAKE-TEX technology and is capable of holding "up to 21 sausage rolls, seven Steak Bakes, and two pizza slices all at once." To achieve this, the label utilized the back of the jacket, as well.
Image Credit: Greater Gooods, <a rel='nofollow' href='https://hypebeast.com/2023/7/greggs-greater-goods-collaboration'>hypebeast</a>
What's Driving This Trend
- All-conditions Technical Jacket Designs
- Disruptive innovation opportunity: Explore collaborations with food brands to create functional and stylish jackets that cater to specific snacking needs.
- Fashion-meets-food Category
- Disruptive innovation opportunity: Combine fashion and food industries to create unique products that appeal to consumers' sense of style and culinary preferences.
- BAKE-TEX Technology
- Disruptive innovation opportunity: Develop and patent new fabric technologies that enable the storage and transportation of food items in clothing, expanding the convenience and functionality of garments.
Who This Affects Most
- Fashion Industry
- Disruptive innovation opportunity: Incorporate food-related features into apparel designs, offering consumers a new level of convenience and versatility.
- Food Industry
- Disruptive innovation opportunity: Collaborate with fashion brands to create food-themed products that merge culinary enjoyment with style.
- Textile Industry
- Disruptive innovation opportunity: Invest in research and development to create advanced textile technologies that allow for the storage and preservation of food, transforming garments into functional accessories.
