You wear what you eat: The wild new world of retail merch

It seems we’re no longer content to simply consume our favourite foods and drinks – we want to wear them and decorate our homes with them, too.

Just this week, there are two limited-edition accessories making headlines and dominating social media chatter, but neither is the work of a fashion brand. Instead, these ‘It bags’ come from two unlikely retailers: Macca’s and Woolies.

Macca’s has reimagined the humble cardboard drinks carrier, releasing a sleek McCafe Tray Bag in a ‘deep fig’ shade, featuring gold hardware, a shoulder strap and a zip pocket alongside the cup holders.

The first drop will be at 12pm AEDT on Friday, with just 100 up for grabs for free via a dedicated website in a first-in-best-dressed arrangement. A second drop will come later.

The release comes hot on the heels of the news Woolies has immortalised Australia’s love of a hot roast chook with a ‘bachelor’s handbag’-inspired bag.

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The thermally insulated bag – designed to look like the real thing, with the addition of a handle and detachable strap – will be in store and online at select supermarkets and Metro stores from Wednesday, October 14 while stocks last.

We’ve seen retail-themed merch before, but we certainly appear to have reached a new frontier of consumers wearing their allegiance to brands and products on their sleeve.

(Or on their shoulder, as it were.)

Aldi has previously dipped a toe into the fashion merch waters, releasing limited-edition ‘Aldimania’ branded streetwear ranges, featuring hats, hoodies, shirts, slides, pants and more, in 2024 and 2025.

Even Costco has been involved.

Over in the US, the bulk-buy supermarket teamed up with Nike earlier this year to release a version of its SB Dunk Low Pro with Kirkland Signature – Costco’s in-house brand – branding.

The sneaker, made in a grey marle fabric, even included a hangtag that resembled Costco’s iconic membership card.

Back in the world of fast food, KFC has also served up a range of clothing items, including branded shorts, socks, hoodies, bucket hats and even Zinger sunnies.

Retailers aren’t just angling for our wardrobes, either.

After the first drop last year, Woolies has brought back its Christmas tree ornament homage to the iconic mudcake, this time adding a white chocolate muddy to create a duo.

This trend hasn’t only emerged in the worlds of fast food and supermarkets – Bunnings Warehouse has also jumped aboard the merch train this year.

The homewares giant unleashed a bum bag in July, promising a “perfect mix of practical and stylish”.

While there haven’t been any product drops this year, Ikea has also tried its hand at themed merch.

The Swedish homewares retailer has previously released a bucket hat designed to look like its iconic blue FRAKTA shopping bag in 2020, and last year marked its 50th Aussie anniversary with ‘flatpack thongs’.

What could possibly come next in this space? Only time will tell.