The Fresser
Beigel Bake launches luxury fashion range in Selfridges
The iconic Brick Lane bakery has partnered with cult streetwear brand High Snobiety for London Fashion Week
February 22, 2024 15:57
By, Victoria Prever
1 min read
The iconic Brick Lane bakery has partnered with cult streetwear brand High Snobiety for London Fashion Week
February 22, 2024 15:57By, Victoria Prever
Iconic East London bakers Beigel Bake has popped up in Selfridges — but you won’t find it in the food hall.
The last surviving bagel bakery in Brick Lane partnered with luxury streetwear brand, High Snobiety, to launch a range of t-shirts, sweatshirts, caps and tote bags as part of the media brand’s “Not In London” series, which aims to showcase what it sees as the best of the capital.
Elias Cohen of Beigel Bake told the JC: “We wanted to reach out to brands we felt we could work well with and had some synergy with and started talking to them last year.”
The global fashion label, in its first foray into the baking world, had told Cohen that they would be coming to London for London Fashion Week and taking over a section at a department store. “They wanted to launch as part of London Fashion Week” he said.
