Ruffles - RidgeWear
Ruffles, known for its signature ridged potato chips, ventured into fashion by launching RidgeWear, a streetwear line inspired by the texture of their chips and corduroy fabric. The collaboration with designer Blu Boy brought about a bold and playful take on merging snack branding with high-fashion aesthetics
This campaign took an innovative leap by blending a snack brand with the fashion world. By aligning the ridged texture of their chips with the resurging popularity of corduroy in streetwear, Ruffles created a unique brand crossover that resonated with both snack lovers and fashion enthusiasts. This collaboration demonstrated how unexpected partnerships can create excitement and cultural relevance
Core Theme of the Campaign -
The centerpiece of the campaign was a limited-edition varsity bomber jacket that showcased corduroy elements, paying homage to the ridges of Ruffles chips. The jacket's vibrant color palette—yellow, varsity blue, white, and red—captured attention, combining retro design with modern streetwear sensibilities
The campaign primarily targeted Gen Z and Millennial consumers who are interested in streetwear and pop culture. By leveraging fashion trends and collaborating with Blu Boy, a designer popular with younger audiences, Ruffles aimed to tap into the fashion-forward crowd while also reinforcing their snack brand identity
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About the
Campaign -
Snack meets streetwear: Ruffles expanded from snack branding into fashion by creating RidgeWear, a line of streetwear inspired by the ridges in both their chips and corduroy fabric.
Key collaboration: The brand partnered with designer Blu Boy to translate the iconic ridged texture into a fashionable statement, focusing on a limited-edition varsity jacket.
Vibrant design: The bomber jacket became the campaign’s highlight, blending bold, retro colors like yellow, varsity blue, red, and white.
Creative branding: The campaign drew inspiration from the shared texture of Ruffles chips and corduroy, tapping into the rising popularity of corduroy in the streetwear scene.
Unique crossover: The campaign stood out for merging food and fashion, surprising consumers with a high-fashion take on a well-known snack brand.
Targeting younger demographics: Gen Z and Millennial consumers who love streetwear and fashion trends were the primary audience.
Street culture focus: By entering the fashion space, Ruffles aligned itself with street culture, making their brand more appealing and relevant to younger, fashion-conscious consumers.
Impactful visuals: The campaign’s visuals and the varsity jacket's distinctive look made a strong impression, sparking interest and conversation on social media and beyond
