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LikeMeat Takes a Bite Out of the Fashion World with Innovative Nugget Pocket Vest



LikeMeat and 72andSunny present the Nugget Pocket, the first insulated nugget-holding vest for plant-based snacking on the go

LikeMeat Takes a Bite Out of the Fashion World with Innovative Nugget Pocket Vest

The LikeMeat Nugget Pocket is the first utility vest that offers stylish snackers the ability to keep their plant-based nuggets warm for up to 90 minutes. In true LikeMeat fashion, this vest has been made with the planet in mind. Delivering double good for fashion, just like they do for food; with their range of plant-based ‘meat’ that’s as good for the planet, as it is on your plate. 

A functional vest with serious fashionability

Made of certified organic cotton, upcycled food delivery bags and pockets that offer easy access to napkins and dipping sauces, this vest has it all for the messiest of nugget lovers on the street. 

With function and design details inspired by streetwear and uncontrollable munchies, the Nugget Pocket vest will quickly become the hottest item for those who crave a warm (plant-based) bite on the move. Handmade in Amsterdam by Leemans & Wickers, a multidisciplinary studio that specialises in creating concepts for local and global clients. All materials were locally sourced, using organic cotton Gabardine and sustainable fabrics [GOTS certified]. Printing was handled digitally to reduce water usage (vs regular dyeing); the vest also includes organic padding and the pocket is made of upcycled delivery bags and materials, using the isolated foil, foam and straps. 

Good food makes a good planet

LikeMeat believes that more people would be saving the world if saving the world tasted better. In the spirit of making change more appealing, LikeMeat offers a variety of plant-based products that can be used to prepare the delicious, indulgent favourites we all crave - from LikeNuggets to LikeChicken and everyone’s favourite Like BBQ Chick’n. Recently the brand launched its products in the U.S.A. and you can now find selected LikeMeat products in the refrigerated section exclusively at Sprouts Farmers Market.

With this aim of driving progress through pleasure, all LikeMeat products are non-GMO, gluten-free, dairy-free and made with high-quality ingredients. Each 7-ounce Like Chick’n variety provides plenty of plant-powered protein and fibre. And even the packaging trays are earth-friendly, made from 95% recycled materials. 

Real pocket-in-cheekness to tap into snacking culture  

LikeMeat’s global creative agency 72andSunny Amsterdam was responsible for ideation and design of the vest, as well as all marketing assets for the launch of the Nugget Pocket. The production process was locally handled in Amsterdam and took approximately four months from first prototype to having a finished garment. Also, the hype is real - there are only 20 Nugget Pockets out there. 

“Like Chick'n Nuggets are deliciously plant-based but not preachy. It’s not your father’s tofu, that’s for sure. The Nugget Pocket felt like a way to speak to people who are already living the Nugget lifestyle and equip them with a way to get more nugget enjoyment”, says Gregg Clampffer, creative director, 72andSunny Amsterdam. “As a life-long fan of carrying food in pockets, I was surprised how well the vest fit, and how well the insulation of the Nugget Pocket actually worked. We are hoping this is but the first piece of NuggetWear we release for LikeMeat.”

“We know that fans of our Like Chick'n Nuggets and fashion trendsetters alike will be crazy about our limited-edition LikeMeat Nugget Pocket,” says Karola Kentner-Schütz, marketing director DACH at LikeMeat. “Sustainability is an important part of LikeMeat's brand DNA so we’re particularly pleased with the vest’s production and materials. This commitment is also reflected in the packaging of our products which use FSC-certified cardboard and recycled packaging trays.”

For the campaign launch, the creative agency tapped director and photographer Arthur Couvat, who brought a deep understanding of streetwear culture - and a mixed-media aesthetic that was perfect for this project. Shot in Amsterdam, Couvat ended up using 16mm footage, VHS and analogue photography. For our cast selection, the same rule of thumb was followed – a great skater with the right fashion look. 

Currently, the Nugget Pocket vest is being distributed to selected influencers in Germany and will soon be coming to the U.S.A. In Germany, LikeMeat fans can also have a chance of grabbing a vest through giveaways on the brand’s social media platforms. To drive further hype around the Nugget Pocket, the brand has also partnered with music, fashion and lifestyle influencers who will all create content around the limited edition vests. The main influencer within the campaign is the Berlin-based TikTok queen; Stella Bossi. Bossi, well known for her hilarious videos with outrageous costumes and legendary sunglasses, will be producing exclusive content on TikTok and Instagram around the limited edition vest.


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Genres: Fashion & Beauty

Categories: Food, Vegetarian / Vegan

72andSunny Amsterdam, Tue, 16 Mar 2021 17:04:24 GMT