• No products in the basket.
cart chevron-down close-disc
  • Arts & Culture
  • Issue 47

The Brand

When good collaborations go bad. Words by Allyssia Alleyne. Photograph by Yasmina Gonin. Set Design by Camille Lichtenstern.

There was a time when brand partnerships—your Rodarte for Target and Hermès for Bugatti—felt rare and noteworthy. But now, every season brings with it a slew of unlikely bedfellows: Reebok and National Geographic; Burberry and Minecraft; Juicy Couture and Kraft Mayo. There’s no pairing too incongruous in the age of memes. 

This cross-pollination is big business. A 2021 Statista study found that 67% of Gen Z and 60% of millennials reported purchasing co-branded products and that 71% of American consumers feel positive about such collaborations. Done well, they’re a way for companies to widen their audiences and generate sales, while sharing the costs and risks. Done poorly, they can inflict serious reputational damage, alienating new and existing customers alike.1 


This story is from Kinfolk Issue Forty-Seven

Buy Now

This story appears in a print issue of Kinfolk. You’re welcome to read this story for free or subscribe to enjoy unlimited access.


Kinfolk.com uses cookies to personalize and deliver appropriate content, analyze website traffic and display advertising. Visit our cookie policy to learn more. By clicking "Accept" you agree to our terms and may continue to use Kinfolk.com.