The pandemic saw an explosion in restaurant merchandise as owners sought to supplement their incomes with T-shirts and tote bags. Junya Watanabe fish cookbook T-shirt, £250 “Twenty years ago,” he notes, “it would have been a band T-shirt.” Now, a north London café can occupy the same territory, its imagery worn as a tribal badge of honour. Halley recalls seeing a teenage girl on a train to Cornwall wearing the “Max’s Sandwich Book” T-shirt. St John is now collaborating on a range with Drake’s (released next spring), which includes bleu de travail jackets inspired by those worn by Fergus.Ĭontinuing the trend, Watanabe’s SS21 collection featured T-shirts printed with the covers of cookbooks by sandwich maestro Max Halley and Australian chef Josh Niland. Comme des Garçons embodies similar values. But the restaurant’s “sense of assurance and comfort” (or what his partner Fergus Henderson calls “our quiet longevity”) is precisely what made it a good match. For Trevor Gulliver of St John, there was a “frisson of excitement” in seeing their pig logo on the catwalk. Hence the inclusion in his SS20 menswear collection of a white workwear jacket emblazoned with the insignia of London nose-to-tail restaurant St John. Junya Watanabe of Comme des Garçons has always been astute in understanding the hipster man who wears his clothes, including knowing where he eats.

Food fashion love book