Durex keeps more parts of your body covered with streetwear launch

Durex is making a move into the world of fashion with its own streetwear collection. Slated to launch on 1 April, the limited edition collection features "Gen Z staples" such as an oversized white slogan tee, statement socks, a casual tote bag and a bucket hat. According to Durex, the collection aims to empower individuals to make their condom purchases bolder and in style. The apparel will also be unisex, allowing "anyone anywhere to put their Durex on, even in public", a Durex spokesperson said. The apparel will also don taglines such as "Safe Tee First”, and “Wrap That Head”, which aim to give a new meaning to sex-positivity. 

Earlier today, Durex posted a teaser of the apparel on its Instagram, along with the caption "Keep other parts of your body covered with our new wearables...Available in a variety of sizes, just like our condoms", drumming up hype for the streetwear collection leading up to the launch on 1 April.

https://www.instagram.com/p/Cbtd5iGP_CH/

MARKETING-INTERACTIVE has reached out to Durex for a comment. While some might be inclined to think that the move is a part of an April Fool's prank, Durex would hardly be the first unconventional brand breaking into the world of fashion.

For instance, malt whisky Monkey Shoulder launched its limited-edition pyjama suits in November last year, which it said will help people who work from home (WFH) "go from ZZZs to Zoom". Tapping on the WFH pool in Singapore, the pyjama suits were the second installation of Monkey Shoulder's "Don’t Let The Grind Get You Down" campaign; which aimed to help the working population in Singapore escape the stresses of the rat race and the monotomy of WFH. 

KFC Singapore also celebrated all things local last National Day with an exclusive streetwear capsule collection in collaboration with home-grown fashion designer Amos Yeo. Titled “STATE: ORIGINAL”, the collection drew inspiration from KFC’s “Always Original” brand positioning. According to KFC then, it marked the first partnership between a quick-service restaurant and local fashion designer in Singapore. The collection comprised 11 limited edition pieces of apparel and accessories, showcasing Amos Yeo’s interpretation of “the original state of self” in his signature design and style. 

The real question is, how comfortable would consumers be with Durex all over their body, everywhere?

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