A chip off the old block: World partners with Doritos

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  • April 3, 2017
  • Courtney Devereux
A chip off the old block: World partners with Doritos

Just when you thought you had gotten use to, or at least predicted the latest fashion trend, World has partnered with Doritos to bring a new flavor to the runway.

A common theme for World is the way the company interprets and modifies everyday items to work within the fashion sector.

From button up cat dress shirts and bee themed clothes to this hilarious top, World is at the forefront of successful fashion experimentation.

There is expected to be more chip brands designs included, but for now, Doritos are taking centre stage.

Actual Doritos chip packets were hand crafted into shoulder bags and clutch bags, double chain and single in ornate gold loops, and made in New Zealand using local artisans.

Often called the 'non-conformist', World bags include a few select of the popular flavors, included the latest Super Nova green corn chip which looks odd yet mysteriously satisfying. 

World’s Benny Castles says that the new collaboration fits in with the World 'avant-garde' way of thinking.

“The concept behind the bags is the idea of misappropriation, we have interpreted these everyday objects in a new way as art and fashion, this hopefully achieves dialogue and a host of responses and thought about what is art, what is fashion and how everyday objects fit into our lives.”

World was established in Auckland in 1989 by Denise L'Estrange-Corbet and Francis Hooper, their vision and work have seen their label develop from a cupboard at the back of an arcade, to one of the leading fashion houses in New Zealand.

This isn’t the first time a popular food label has been involved with fashion. Cheeto’s launched a range of product inspired clothing, and a Cheeto dust bronzer palette. Even Nutella opened up an online merchandise store that measures clothes by Nutella, i.e one tote bag is two jars of Nutella high and can fit nine jars inside it.

On the Cheetos runway 

Much to customer disappointment, mine included, Castles says the Doritos bags will not be for sale.

“They are the first part of an ongoing series where we will be misappropriating brands and products, once the series is complete we will auction the works off for a charity of our choice.”

The next brands available are a closely guarded secret by the World team, however, after an inflation of interest for the new bags the consumers might have a few bargaining chips.

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Total eclipse of the marketing strategy

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  • August 21, 2017
  • Courtney Devereux
Total eclipse of the marketing strategy

A rare opportunity is store for retailers tomorrow as they jump on the bandwagon for the ‘all-American’ eclipse. Certain retailers have especially planned marketing stints to celebrate the first solar eclipse in 38 years.

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Mark up: The million dollar market

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  • August 18, 2017
  • Courtney Devereux
Mark up: The million dollar market

Hyped up collaborations usually result in an extreme marked up re-sale, even just days after the original sale. This handy re-sell site shows the high percentage of which popular items are being marked up in price for desperate consumers.

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Pop-up with a difference: Inside the NRA's official retail operation

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  • August 3, 2017
  • The Register team
Pop-up with a difference: Inside the NRA's official retail operation

The National Rifle Association is best known in New Zealand as a US lobby group which advocates for gun rights. With more paid-up members than New Zealand has citizens, it’s a powerful force known for its influence over the American political scene. Like many charities, it sells a variety of branded goods to fund its activities – this operation is now evolving into pop-up stores.

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  • July 13, 2017
  • Courtney Devereux
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