This ‘Weirdly Awesome’ Clothing Line Mashes Up Fashion and Candy

Indie agency Periscope is working with Trolli and Mokuyobi

The campaign embraces "wear[ing] the weird" and "feed[ing] the awesome." Trolli

Take an indie ad agency with a colorful candy client, mix in a “super rad” clothing brand, and what do you get? A “weirdly awesome” fashion line.

That’s one way to explain why Trolli’s Instagram page has been taken over by bold, bright images and videos of gummy worm-inspired hats, t-shirts, backpacks and other apparel.

The candy company behind gummy bears, worms and crawlers recently partnered with Los Angeles fashion brand Mokuyobi—known for its trippy, colorful prints—to create the “Weirdly Woven” collection.

With a call to “wear the weird” and “feed the awesome,” Minneapolis-based independent agency Periscope worked with Trolli and Mokuyobi to launch a digital campaign including social media posts, Instagram stories, GIFs and videos centered on the clothing line.

The funky fashion line includes Puff-painted sweatshirts, quirky pins and patches, and fanny packs and shirts with little pockets, perfect for hiding away candy pieces for a late-afternoon snack.

The mashup of “Trolli’s weirdly awesome view of the world” and “Mokuyobi’s unique design aesthetic” works perfectly together, Periscope chief creative officer Peter Nicholson noted in a statement. In the past, the brand has worked with other notably “weird” personalities, namely Houston Rockets point guard James Harden and his beard.

The parties are working on a deal to bring the line to millennial-friendly retailer Urban Outfitters, though the details of this collaboration are unclear, according to a person familiar with the situation. The exclusive collection, available while supplies last, made its debut at pop culture festival ComplexCon in Long Beach, Calif., earlier this month.

@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.