In case you haven't heard, Kellogg's opened a café in Union Square dedicated to all things sugary cereal and nostalgia. In addition to their phenomenal selection of cereals, froyo-style toppings, and super comfy space, they have some exciting collaborations in place. Kellogg has teamed up with the likes of Duff Goldman and Lauren Conrad, and now Froot Loops has its own collaboration with design company AWAYTOMARS for some apparel decked out in cereal.
We sat down with founder, Alfredo Orobio, to learn how he and his team came up with the cool way to wear your food.
We were so excited to hear about this fun collaboration. Can you tell me how you got involved with Froot Loops and why you chose this particular cereal as inspiration?
"At AWAYTOMARS, we focus on empowering people to express themselves through co-creating fashion. That’s why our partnership with Kellogg’s Froot Loops for their 'Whatever Froots Your Loops' campaign, which is all about being yourself and having fun, makes so much sense. Together, we wanted to show the world that inspiration to do what makes you most happy and express yourself can pour in from anywhere – even a cereal bowl."
How did you get your start in design?
"I started my career in a consultancy group in Brazil supporting international fashion companies to enter the Brazilian market. That’s how I learned the strategic, management aspects of the fashion industry. When I moved to the UK, I attended several courses in fashion design at Central Saint Martins and London College of Fashion, which gave me enough knowledge to start AWAYTOMARS. I oversee more of strategic side of the company, my business partner Marilia focuses more on the design aspect."
What elements of the Froot Loops really directed your designs?
"We wanted to embody the fun spirit, colorful aesthetic and fruity taste of the iconic Froot Loops cereal, the new Wild Berry Froot Loops flavor, and everyone’s favorite wingman: Toucan Sam. Those three elements are really the core inspiration for our ten-piece collection."
Have you collaborated with other out-of-the-box brands before for inspired clothing lines?
"We’ve partnered with other brands in the past, but Kellogg’s Froot Loops collaboration is definitely one of the most colorful, unexpected co-creation collections AWAYTOMARS has ever created."
Had you been to the Kellogg's store before this?
This was my first time! It was such an amazing experience to be in the cafe and see how they are completely reimagining cereal. It is such a great place to unveil our colorful new collection.
How has the reception been so far?
"People are loving the collection just as much as we do, so we’re super happy! There has been an outpouring of support and excitement around the launch, and we’re excited to see it continue."
With nearly a month having passed since the line came out, if you haven't gotten yours yet, you may want to head to their website and get a piece before its gone.
And I think I speak for everyone when I say, bring on the Cocoa Puffs clothes ASAP!