In recent years, LaCroix has gained a rabid cult following, growing from its modest Midwestern origins to become the seltzer brand of choice for urban-dwelling hipsters. Though sales records haven’t been formally released, market estimates suggest LaCroix currently takes up 30 percent of the sparkling water marketplace.
How did it achieve such dominance? We’d gander the brand’s splashy, pastel aesthetic and unintentionally retro vibes give it an ironic edge over its competitors. Its siren call of gaudy nostalgia has won over an entire generation raised on Zubaz pants and Jazz Solo Cups. It’s a hard look to pull off. (Could you even imagine if Perrier dared to rock a giant squiggle?) And yet LaCroix completely owns it!
Now you can literally embody that iconic look. The design team at Public Space has come up with a new line of swimwear tail0r-made for the LaCroix lifestyle. Just wait until you make the biggest splash of all at that Memorial Day barbecue when your body matches your beverage!
The designs come in different color schemes based on the six classic LaCroix flavors—Pamplemousse, Lime, Passionfruit, Pure, Raspberry, and Lemon. Both one-pieces and shorts are available.
While the LaCroix collaboration is completely unofficial, more and more food brands are branching into the fashion world. Taco Bell sold an entire clothing line at Forever 21. McDonald’s sells Big Mac rain boots and hoodies. Starbursts has even released a ton of t-shirts around its all-pink candy pack in conjunction with past “Project Runway” winner Erin Robertson.
These merchandising opportunities are big business and make total sense from a marketing perspective. What company wouldn’t want their brand to grow from a mere food product to an entire lifestyle, especially among the coveted millennial demographic? If these bathing suits prove anything, it’s that we’ll wear anything, even an ironic seltzer logo. Especially an ironic seltzer logo.
Header image courtesy of Public Space.