*buzzing: SKYHIGHFARMGOODS X LEVI’S
If you ask me, Sky High Farm Goods is one of the coolest up-and-coming brands of the past few years. They were born from the non-profit organization Sky High Farm, which is “committed to community-centered research and action to contribute solutions toward urgent and long-term issues at the intersection of climate, agriculture, food access and education.” The brand is basically merch for a good cause – a cause that rarely gets the attention it deserves, especially in a time of multicrisis. 5% of all sales of Sky High Farm Goods go toward supporting Sky High Farm – but the brand doesn’t just support a good cause, it puts out genuinely well-made farming-themed items that come with a certain level of wholesomeness that us big city people often miss.
This huuuuuge potential has been acknowledged by multiple bigger brand partners in the past: On, Converse and The North Face. All nice – but if you ask me, none of them are farm brands. Neither is their new collab partner Levi’s. The theme is working in a field – in your working denim. It just makes sense because both play in a similar world – and at the same time bring out the best in each other. And the best is yet to come: For the launch of the collab, they’ll be hosting an actual farmers markets in NYC tomorrow. Chapeau!
*buzzing: GABRIEL MOSES FOR FC27
Most of you have probably seen the release of the new cover for this year's EA Sports FC 27, featuring Kylian Mbappé, who just broke the World Cup scoring record with 22 goals in total and was also named top goalscorer at this year's World Cup. Mbappé was on the cover in 2021, 2022 and 2023 and now he's back! But this isn't the only thing that caught my attention – it's the visuals that are so different from any cover we've seen over the years. He isn't playing football. There's no ball. And it doesn't even show him on a pitch.
The photos were taken by none other than Gabriel Moses, the mastermind behind some of the biggest fashion, music and editorial photo and video work of the past few years – from pregnant Rihanna to "The Boy Who Played The Harp" cover, from Adidas campaigns to Travis Scott music videos. The fact that EA Sports tapped him to shoot the cover is just further proof that fashion, sports and entertainment are blurring together.
*buzzing: KID SUPER X MCDONALD’S
A few weeks back when the World Cup had just started, KidSuper held a fashion show not in Paris, not in NYC, but in Miami, Inter Miami’s Stadium Nu to be exact. He had Sean Paul perform and invitees featured fashion superstars, athletes and lots of fans. Next to the brand’s new collection the show also featured a brand neu collab with McDonald’s – that was made available a few days later and features football-themed fan items like scarves and the World Cup leather jacket.
This collection is the exact level of fun fan-love that most of the past few McDonald’s collabs were missing tbh – and this level of collab magic only happens when a brand dares to put its iconic assets and identity into the hands of a creative mastermind and trusts the process of them reinterpreting the core of the brand from their perspective.
ALSO….
KidSuper went all in during the World Cup. After their BAPE collab, they created a 1 of 1 jersey for IShowSpeed – made up of all the jerseys of the 48 nations competing in the World Cup, perfectly connecting to the patchwork looks the brand is famous for. He wore it to the final after performing at halftime.
*buzzing: “DON’T BE DUMB” – USE SPF
Our favorite couple, Rihanna and A$AP Rocky, is back to promote that Fenty Skin is also for men – this time not just with a campaign but a whole special edition of products, now available through the brand's website. The hero of the whole thing isn't the hair rollers you get when ordering one of the products, but the connection between Rocky's "don't be dumb" attitude and actually using sunscreen. 10/10.
*buzzing: PEPSIS ULTIMATE WRISTBAND
Over the past decade, multiple soda and soft drink brands across the globe have identified the relevance of music and live events for reaching frequent buyers and tried to engage with festivals as sponsor and drinks partner. At the forefront was Red Bull for years, and Sprite is currently catching up – but here comes another big festival player that just became my new favorite: Pepsi! Instead of just sponsoring a single festival, they released a wristband together with a London-based jeweler – usually the creator of pieces for Skepta, Central Cee or Aitch – that grants its wearer access to any music event throughout the UK. On top of that, they’re also giving away 10 stage passes that basically have the same function but don’t look as good. Love it.
*buzzing: TELFAR IS DOWNSIZING
Telfar had me in shock for a minute.
A breaking-news Business of Fashion visual announcing they had to downsize. And then the twist: they didn’t downsize their business. They downsized the actual bag, into a small version that works as a charm for its big sisters.
A cute new product, not exactly groundbreaking. But the announcement? Genius. By mimicking the BOF breaking news format, Telfar played with a fashion industry that is genuinely on the edge right now. Brands losing revenue, being handed from one owner to the next. And Telfar, still independently owned and growing, making a very quiet, very loud statement about it.
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