Streetwear brand makes unlikely Mediterranean food tie-in

London-based streetwear brand Picante has teamed up with Spanish gourmet food icon Perelló for a capsule collection that fuses culinary cool with urban fashion. The story behind its inception is as cool as the fashionwear itself.

I’m always in awe of the effortless retro cool that so many Mediterranean food products carry, and frequently find myself staring at the impeccably well-curated shelves in my Italian friend’s kitchen.

I totally got the appeal then, of Picante’s urge to celebrate Perelló’s renowned Gordal Picante pitted olives in clothing form.

The collaboration, crafted by Picante’s creative directors Jude Taylor and Saam Zonoozi, reimagines the humble olive as a symbol of elevated taste and cultural cachet. The campaign, executed by Invisible North, has sparked buzz for its playful nod to Perelló’s cult status.

The collection features six pieces: two oversized T-shirts (Perelló Olive Oversized T-Shirt in ivory and Perelló Roundel T-Shirt in white, both priced at $122), a Perelló Roundel Hoodie in vintage black ($228), a Two-Tone Cap in red ($84), and two additional undisclosed items teased on Picante’s website.

Each piece incorporates Perelló’s branding, with embroidered olive motifs and Perelló logos that echo the brand’s iconic tins. The campaign’s lookbook, shot by photographer Ethan Chang, showcases models lounging with Perelló olive tins, blending the streetwear’s laid-back vibe with the sophistication of Spanish gastronomy.

Perelló, distributed by Brindisa in the UK, is celebrated for its Gordal Picante olives: large, crisp, and infused with a spicy kick from guindilla chillies, grown in Seville, Andalusia. The brand’s rise to “rock star” status in the food world stems from its beautifully packaged products and authentic Spanish provenance, making it a darling of chefs and delis.

Picante, known for its community-driven collaborations like its Crisp W6 pizza joint capsule, saw Perelló as the perfect partner to bridge food and fashion.

The story behind the collaboration

To deepen the lore behind Picante’s collaboration, we were intrigued to hear more about the tie-ins’ provenance.

According to Jolyon Varley at OK COOL, when Picante cheekily borrowed the logo of Spanish olive legends Perelló, the move earned them a cease and desist letter, “something very common in bootleg culture.”

But there was a twist: “Instead of ending in prosecution, it turned into a partnership. Fast forward to 2025, and what started as a playful homage has become official.”

There might be a moral here for ‘quick to call copyright’ brands. 2025 is all about the underdogs, and you might do well to welcome them into your home every once in a while.