Chagee and Pestle & Mortar take on the world of fashion playing up Malaysia pride

Milk tea chain Chagee has collaborated with Malaysian clothing brand Pestle & Mortar Clothing (PMC) to release a limited-edition collection. 

The clothing collection features bowling shirts, bucket hats and PMC's iconic tee. The various merchandise features vibrant designs that pay tribute to the Malaysian heritage, including kampung motifs and majestic fauna that can be seen across the country. 

In an Instagram post, Chagee said the collaboration aims to fuse tradition and streetwear and celebrate Malaysia's roots by combining cultural elements with modern style. "This collaboration unites diverse communities, showcasing pride in our identity and fostering unity through iconic, locally inspired designs," the caption stated. 

Don't miss: Why a clothing drop might just be the boost your non-fashion brand needs

Customers can only purchase the limited-edition bowling shirts for walk-in orders, while the bucket hats can be ordered in-store or via the Chagee app. The iconic tee is only available to purchase in-store. 

The clothing pieces are currently available in 20 selected Chagee outlets across Malaysia, while stocks last. 

To celebrate the collaboration, Chagee and PMC also hosted an immersive pop-up at Rumah Tangsi earlier last week to showcase the collection. 

A+M has reached out to Chagee and PMC for more information. 

PMC is no stranger to thirst-quenching collaborations. In November last year,the clothing brand teamed up with Malaysian coffee chain ZUS Coffee to release a limited-edition collection. 

The clothing collection included bowling shirts, socks and customisable oversized t-shirts. The bowling shirts and socks featured the brand's 'ZUS Buddy' such as Bean Boss, Blue Buddy, Choco Chipster, Frappe Fren, Pinky Boo and Porta Pal. The brand names could also be found on the socks and bowling shirts.

The collaboration came under the "Made in Malaysia: Lokal kasi vokal" campaign. When A+M reached out, ZUS Coffee said the collaboration debuted during a pivotal moment for the coffee brand - the climax of the Made In Malaysia campaign and our 5th anniversary celebration. "The collaboration with PMC isn't just about fashion; it's a commemoration of our journey and growth as a Malaysian brand," said ZUS Coffee.

The collaboration aimed to celebrate Malaysian pride and creativity by showcasing the spirit of local talent through a fusion of streetwear and community building, as well as to inspire connection, growth, and unity across all community.

While fashion pieces by non-fashion brands are not new, going back even by a decade when Italian luxury fashion house Moschino shocked fashion-lovers and consumers alike with a collaboration with fast-food brand McDonald's in 2014, it is certainly seeing a reemergence in recent times.

According to Rebecca Nadilo, managing director of Iris, the move into fashion is an effective way for brands to branch into new channels.

Fashion partnerships allows brands to get closer to culture whilst opening the opportunity to create something that people want, she added. "Plus, there's incredibly equity that can come from two brands partnering together - even for some of the least suspecting brands," said Nadilo. 

In addition, limited-edition fashion pieces can strengthen a brand and strengthen its relationship with consumers, simply by banking on exclusivity. "Limited edition drops play beautifully on scarcity - the less there is, the more people want it," added Nadilo. "As a result, for those customers who do want to get their brands on a new drop, they feel special and 'seen' by that brand." 

Related articles:   
ZUS Coffee releases Palestine-themed coffee sleeves, receives mixed sentiments  
Pestle & Mortar Clothing pays tribute to MY Olympians with new collection  
adidas gets really local in Singapore with an unconventional Ya Kun Kaya pairing