KFC SG collabs with streetwear designer Amos Yeo for stylish merch

KFC Singapore has partnered with local streetwear designer Amos Yeo, better known as Amos Ananda, to bring Singaporeans exclusive merchandise to celebrate the nation’s birthday.

Launching today, on 7 August 2023, the latest KFC x AMOS ANANDA collection comprises two unique reversible bucket hats with designs showcasing Amos’ interpretation of his upbringing in Singapore. The limited-edition pieces include KFC’s signature red and white stripes on the reverse side of the bucket hats.

Infused with Amos’ signature style, the designs will also see the artist's take on Singapore’s iconic Toa Payoh playground and ice cream pushcart blended seamlessly with KFC’s renowned fried chicken, another childhood favourite of his, according to a statement by the company.

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Regarding his collaboration, Yeo said that the modern stylistic expression with the digitalised dragon motif playground and the old school reference of ice cream bicycle push carts are a reference to the present web space and how far Singapore has progressed over the years into a thriving developed nation. “I looked to the past to find inspiration to create a design with the message of looking forward to a bright future without forgetting where we came from.”

Juliana Lim, the senior director of marketing and innovation at KFC Singapore said, "With the overwhelming response from the first launch, we are delighted to be working with a homegrown talent such as Amos Ananda for the second time to bring Singaporeans more trendy merchandise this National Day. Through such collaborations, we hope to shine light on the local fashion scene and inspire the growing number of talented local fashion designers in Singapore."

She added that the fast-food chain was glad that like all Singapore iconic landmarks, KFC has had a part to play in everyone’s memories growing up.

Earlier this year, KFC Singapore picked R/GA Singapore as its creative agency partner. According to the company, it sought to further raise its brand awareness and presence and evolve the role the brand plays in culture.

As creative agency partner, R/GA is working with KFC across creative communications for TV, POS, OOH and digital across key business pillars. In a previous statement, KFC Singapore said that the appointment is slated for a year, with an option to renew annually. KFC Singapore added that incumbent TSLA will remain on the roster, along with Havas Singapore which handles media buying, and Arena Media which handles social. For PR purposes, KFC Singapore works with Ninemer.

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