- The Plus Awards
This collab cooked up with Sweet Chick, a cult Brooklyn-based chicken and waffles chain, is loaded with many firsts.
Clarks Originals already has a Greek diner-sized menu of mouthwatering collabs and related drop events to its credit, but the one just cooked up with Sweet Chick, a cult Brooklyn-based chicken and waffles chain, is loaded with many firsts. Those include: the Clarks Originals x Sweet Chick Wafflebee making its debut over a week-long tour around Los Angeles, in a co-branded food truck, that culminated at ComplexCon, a two-day pop culture festival held, last month, in Long Beach, CA. The activation even featured Clarks’ first-ever Wallabee hunt, where ComplexCon attendees, following clues social media clues, searched for a hidden, one-of-a-kind pair created by Dominic Chambrone, a.k.a. the Shoe Surgeon.
“It marked the first time Clarks Originals exhibited at the festival, and we were the only retail brand to do so outdoors in the First We Feast Food Lagoon,” says Tara McRae, chief marketing officer, noting that ComplexCon served as the ideal setting because it draws young creatives from around the world. “The style-forward, experiential elements offered there were a way for us to bring a new experience to our fans, where they got a first look at the Wafflebee collection, plus the chance to take home a pair, along with exclusive on-site giveaways of custom Sweet Chick collectables.” Not to be overlooked, fans could also get a serving of Sweet Chick’s ice cream in a waffle cone.
As for the Wafflebee, a play on the brand’s classic Wallabee silhouette, the limited-edition style (SRP: $200) comes in light and dark brown suedes, embossed with a waffle pattern and dusted with light green and pink speckles inspired by Sweet Chick’s house-made herb and raspberry butters. Pretty tasty. The collection is available this month in select national retailers and at clarksusa.com.
“It’s crafted with the premium materials and attention to detail that Clarks Originals is known for, with a nod to Sweet Chick’s famous Chicken & Waffles,” McRae says, adding that the chain has the exact ingredients Clarks is looking for in a collab partner. “We wanted to partner with the beloved bicoastal chain, known for delicious creations and devoted customers, to develop something wholly unique and identifiable that our shared fan base would appreciate,” she says. “They’re an incredibly creative and collaborative partner, and that shows through in the final product.”