The latest food clothing mash-up pairs hamburgers with sneakers. New York-based burger chain Shake Shack will sell a new shoe from footwear startup Allbirds this week. Available only on Thursday, only between 10 a.m. and 8 p.m., and only at Shake Shack's original Madison Square Park location, the collab screams "limited." It doesn't scream "ice cream" though--with a solid white exterior and green laces, the shoe's only telltale food detail is the Shake Shack burger logo on the tongue. To further highlight the partnership, Shake Shack will be debuting the "Hokey Pokey" shake, which features vanilla frozen custard, honeycomb and chocolate, topped with whip cream and toffee.
While Allbirds has done other partnerships in the past, including with Outdoor Voices, the sportswear company with a cult following, the Shake Shake effort is the footwear company's first "large-scale" brand collaboration, according to a spokeswoman. San Francisco-based Allbirds, which is known for its wool shoes but recently debuted a new shoe made from eucalyptus fibers, has been doing more marketing. Earlier this year, the brand pushed a quirky campaign from Opinionated, Mark Fitzloff's agency.
Food and fashion are becoming more of a thing. Last year, Taco Bell and Forever 21 debuted a fashion line, following in the footsteps of Cheetos and Kellogg's.