This ‘Weirdly Awesome’ Clothing Line Mashes Up Fashion and Candy

Indie agency Periscope is working with Trolli and Mokuyobi

The campaign embraces "wear[ing] the weird" and "feed[ing] the awesome." Trolli
Headshot of Lindsay Rittenhouse

Take an indie ad agency with a colorful candy client, mix in a “super rad” clothing brand, and what do you get? A “weirdly awesome” fashion line.

That’s one way to explain why Trolli’s Instagram page has been taken over by bold, bright images and videos of gummy worm-inspired hats, t-shirts, backpacks and other apparel.

https://www.instagram.com/p/BbP0xmZFD6e/?hl=en&taken-by=trolli_usa
https://www.instagram.com/p/BbH50fdFIJQ/?hl=en&taken-by=trolli_usa

The candy company behind gummy bears, worms and crawlers recently partnered with Los Angeles fashion brand Mokuyobi—known for its trippy, colorful prints—to create the “Weirdly Woven” collection.

With a call to “wear the weird” and “feed the awesome,” Minneapolis-based independent agency Periscope worked with Trolli and Mokuyobi to launch a digital campaign including social media posts, Instagram stories, GIFs and videos centered on the clothing line.

https://www.instagram.com/p/Bbcx9nsFW69/?hl=en&taken-by=trolli_usa

The funky fashion line includes Puff-painted sweatshirts, quirky pins and patches, and fanny packs and shirts with little pockets, perfect for hiding away candy pieces for a late-afternoon snack.

The mashup of “Trolli’s weirdly awesome view of the world” and “Mokuyobi’s unique design aesthetic” works perfectly together, Periscope chief creative officer Peter Nicholson noted in a statement. In the past, the brand has worked with other notably “weird” personalities, namely Houston Rockets point guard James Harden and his beard.

https://www.instagram.com/p/BbDZXQ2FscN/?hl=en&taken-by=trolli_usa

The parties are working on a deal to bring the line to millennial-friendly retailer Urban Outfitters, though the details of this collaboration are unclear, according to a person familiar with the situation. The exclusive collection, available while supplies last, made its debut at pop culture festival ComplexCon in Long Beach, Calif., earlier this month.


@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.
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