# Candy Company Kicks The Hummel Haribo Collection is Literally Sweet By Michael Hines | Published 2011-06-07 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hummel-haribo-collection References: [highsnobiety](http://www.highsnobiety.com/news/2011/06/06/hummel-x-haribo-sneaker-collection/) & [haribo](http://www.haribo.com/) Danish fashion label Hummel has teamed up with the famed candy creators Haribo to create a new line of shoes inspired by the latter's tasty treats. The Hummel Haribo collection is made up of three [colorful high-tops](https://www.trendhunter.com/trends/heydude-x-sweethearts-collection) that each pay homage to the company's famous licorices and gummy bears. Candy crazies might notice the 'Rotella' and 'Piratos' licorice-inspired designs of these shoes. Even if you tend to shy away from the sweet stuff, it is nearly impossible not to notice the [gummy bear-inspired heel](https://www.trendhunter.com/trends/haribo-harry-potter-edition-gummies) on the yellow shoe. The Hummel Haribo collection is available online from Colette, but expect to pay a pretty penny, about $160 to be exact. Nobody ever said wearing candy on your feet would be cheap. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 35% | Activity: 51% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Key Themes Behind This Trend - **Food-inspired Fashion:** There is an opportunity for clothing and accessory designers to create food-inspired fashion lines, partnering with food brands like Haribo, to tap into the growing foodie culture. - **Collaborative Product Design:** Opportunity for product designers to work with non-traditional partners, like fashion labels and food brands, to create unique and eye-catching products. - **Nostalgia Marketing:** There is a trend in marketing where brands take inspiration from past products or styles, catering to the nostalgia of consumers. Creating products like the Hummel Haribo shoes can tap into this trend. ### Where This Applies - **Fashion:** Fashion industry can partner with food brands to create food-inspired clothing lines, thereby creating unique and eye-catching lines and products, which will appeal specially to foodie culture. - **Food & Beverage:** Food and beverage brands can consider branching out to explore unconventional product lines like fashion, which will help them to expand their offerings. - **Marketing:** The trend of nostalgia marketing is an opportunity for brands to develop new products or revive existing ones with classic and nostalgic themes. ## Related on Trend Hunter - [Treat-Themed Clog Designs](https://www.trendhunter.com/trends/haribo-2.md) - [Gummy Candy-Inspired Clogs](https://www.trendhunter.com/trends/crocs-and-haribo.md) - [Collaborative Candy Apparel](https://www.trendhunter.com/trends/jcpenney-x-haribo-collection.md) - [Collaborative Treat-Inspired Footwear](https://www.trendhunter.com/trends/ground-up-and-hersey.md) - [Mix-and-Match Candy Partnerships](https://www.trendhunter.com/trends/itsugar-and-haribo.md) - [Football-Themed Gummy Candies](https://www.trendhunter.com/trends/haribo-football-mix.md) - [Gummy Candy Collaboration Toys](https://www.trendhunter.com/trends/lol-surprise-loves-mini-sweets-x-haribo-products.md) - [Football-Themed Gummy Treats](https://www.trendhunter.com/trends/football-mix.md) - [Magical Gummy Candy Ranges](https://www.trendhunter.com/trends/haribo-harry-potter-edition-gummies.md)