While the design has changed over time, a carrot has been part of pickup and delivery service Instacart‘s logo since it launched in 2012. The vegetable now serves as the centerpiece of a limited-edition capsule collection the company is releasing, created with California-based streetwear designer Anwar Carrots to celebrate its 10th anniversary.
The Instacart by Anwar Carrots Collection features products like a tote bag, water bottle, long-sleeve T-shirt and bucket hat. Only 100 items will be sold, and they’ll be released through the livestream shopping platform NTWRK during a live drop at 11:30 a.m. PDT on Aug. 5.
Because Carrots is located in Los Angeles, a limited number of shoppers there will have their items delivered the same day via, of course, Instacart. All of the proceeds from the collection up to $10,000 will be donated to the nonprofit Feeding America.
In a statement, Instacart director of brand strategy Rogelio Magana Shoemaker said the partnership allows the platform to “pay homage to our shared carrot heritage and help usher in the next generation of the Instacart community.”
That target is younger consumers.
“Streetwear culture drives broader youth culture, and there’s no designer better suited to introduce Instacart to new audiences than Anwar,” Magana added.
Branded swag has been a trend for several years, from a three-part merchandise line with Megan Thee Stallion at Popeyes to Arby’s meat-themed Beefy Aloha summer clothing line to designer duds from A&W including a varsity jacket.
So what’s with brands that never sold clothing before suddenly releasing entire collections? The age of product unboxings on TikTok, specialty item sales on Shopify and hyped Supreme-style merch drops is unlike anything that’s come before. And companies want in.
