“Delicore” is an unlikely fashion aesthetic among young city dwellers and celebrities. We’ve told you about all the ways food and bev companies are turning into lifestyle brands with merch. Though the trend is wildly popular among mainstream brands like Arby’s or Budweiser, local joints have also been getting into branded merch, and everyday consumers and celebrities are loving it. Beloved local delis like Russ & Daughters in New York’s Lower East Side and Edith’s Eatery & Grocery in Williamsburg are selling chic hoodies and hats, while food delivery website Goldbelly reports it has experienced a 30% YoY increase in sales of its restaurant-related merch. Meanwhile, Coach teamed up with NY bagel joint Zabar’s earlier this month on a capsule collection featuring a $550 leather tote, which quickly sold out. Celebrities are certainly helping fuel the trend: Jake Gyllenhaal has teamed up with Russ & Daughters twice now on a tie-dye salmon pink T-shirt to benefit relief efforts for the Independent Restaurant Coalition in 2020 and a black hoodie emblazoned with the word “LOX” to benefit the Actors Fund last May. As one “delicore”-wearer puts it, “It’s like band t-shirts—anybody rocks a Metallica band t-shirt, why not rock your favorite f—cking deli?” (NY Post)
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