The trend of product brands branching into fashion and fashion-adjacent merchandise is a fascinating phenomenon, reflecting deeper cultural shifts in brand identity, consumer loyalty, and the integration of lifestyle with branding. Today, brands from diverse sectors like grocery (Aldi), automotive (Mercedes-Benz), and even food (Nissin Cup Noodles) have launched fashion lines, blurring the boundaries between product marketing and personal style.

So, why do brands create fashion lines?

Building lifestyle associations—
‍These brands aren’t just selling products; they’re promoting an entire lifestyle. Mercedes-Benz, for instance, is synonymous with luxury and quality, and by offering perfumes or apparel, the brand extends its essence beyond cars and into the daily lives of its consumers. Fashion items enable a brand to infiltrate the identity of their customers, becoming a part of who they are and how they express themselves.

Increasing brand visibility and appeal—
‍Product brands that launch fashion lines often make waves in media and attract social media attention. This visibility is invaluable, especially as consumers increasingly value brands with distinct, memorable personalities. Moschino’s collaboration with Budweiser, for example, generated buzz by merging luxury fashion with everyday products, creating a unique juxtaposition that both brand loyalists and new customers found intriguing.

Tapping into pop culture and streetwear aesthetic—
‍Collaborations with fashion brands or the adoption of streetwear styles add a pop culture relevance that many brands might lack on their own. DGK's collaboration with Nissin Cup Noodles aligns the brand with the quirky, nostalgic appeal of instant noodles—a staple for younger, urban audiences. Streetwear, which often celebrates the everyday and the irreverent, provides the perfect platform for these partnerships.

Brand authenticity and nostalgia marketing—
‍Many of these collaborations also evoke a sense of nostalgia. Aldi’s streetwear collection, with its minimalist logo designs, taps into the charm of everyday grocery shopping—mundane but familiar. Nostalgia-driven marketing reminds consumers of simpler times, building a stronger emotional connection.

Why do people buy it?

Expression of identity and loyalty—
Wearing merchandise from unexpected brands is a statement, often signalling irony, humour, or strong loyalty. Sporting a DGK x Nissin hoodie, for example, might signal a love for both skate culture and a playful nod to late-night snacks. These fashion pieces allow consumers to express facets of their identity that go beyond typical clothing labels.

Exclusivity and limited editions—
‍Many of these brand collaborations are limited-run, creating a sense of exclusivity and urgency. This appeals to consumers who want something unique, rare, and not mass-produced. The Moschino x Budweiser collection, for example, attracted collectors and fashionistas alike for its novelty and limited availability.

Cultural currency and social capital—
‍Wearing branded merchandise from unexpected brands can also be a conversation starter and a badge of insider knowledge or taste. In a world where social media drives personal branding, people increasingly buy products that will set them apart in their social circles. A Mercedes-Benz hoodie or an Aldi T-shirt is both approachable and intriguing—an embodiment of "high-low" style that signals both irony and sophistication.

Affordable access to luxury brands—
‍For brands traditionally associated with high-ticket items, like Mercedes-Benz or Budweiser (often due to lifestyle), branded fashion items provide a more affordable entry point. Consumers who may not afford a luxury car or luxury clothing can still experience a slice of the brand’s identity through these accessible products.