World famous restaurant group Nobu has collaborated with designer streetwear label KITH to design a fashion collection for London foodies.
The capsule collection consists of 17 painfully cool pieces, each featuring a tie in to the Nobu brand. More obvious branding can be seen in the quilted jackets and hooded sweatshirts which are emblazoned with the restaurant’s name, while the jumpers in the collection take a touch more subtle approach, featuring Japanese sushi knives splashed across their chest.
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The Nobu black hoodie will set you back £130
In London, the collection is exclusively available at the flagship Selfridges store, and London’s fashionable foodie set appear to be very excited about the collaboration. On Instagram, one user commented that the “Nobu hoodie is fire”, while others poked light fun at the collab and the general silliness of fashion. One commenter asked “can we get a Subway collab next?”, while another wondered whether the clothes would be cheaper than an appetiser at notoriously expensive Nobu.
Over in New York City, the KITH store is handing out special sweet treats to celebrate the launch of the collection, with those shopping in-store able to take away the likes of a Caramel Soba Cha Swirl or a Banana Soy French Toast Milkshake.
Nobu, named after founder Nobu Matsuhisa, boasts almost 50 locations around the world, taking in glamorous locations such as the Bahamas, Dubai and Las Vegas. There are currently three London Nobu locations, one at the COMO Metropolitan London hotel, and one in Shoreditch.
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The black crewneck jumper clocks in at £118
The restaurant has gained qudos in popular culture because of its celebrity fan base – Canadian rapper Drake often references the restaurant in his hit singles, while a recent episode of Keeping Up With The Kardashians saw reality TV’s first family get into a heated discussion about child discipline at the Malibu outpost of the global brand.
If your love for Japanese cuisine doesn’t end at Nobu, check out our pick of London’s best Japanese restaurants.