3 x Cultural Mash-Up Collabs

From beer and cycling to make-up and The Met, we look at three cultural mash-up collaborations we’re loving this month.  

1. BrewDog x Strava

Independent craft brewing company BrewDog recently launched their partnership with Strava, creating a global social cycling club that aims to bring together the love of great craft beer and the love of cycling – a marriage most people here at LOVE can get behind. BrewDog’s co-founder, James Watt said:

"There has always been a natural crossover between craft beer fans and cycling fans. Both are driven by a passion for exploration, discovering the road less travelled, and are powered by hugely passionate communities. With BrewDog Chain Gang, we wanted to turn it up a gear by helping our community unite their two passions of beer and bikes."  

BrewDog have also collaborated with Milltag to create a line of jerseys, bottles and jackets. 

2. Pat McGrath x The Met

Known the world over for her make-up artistry and expertise, overflowing book of celebrity clients and super pigmented products, Pat McGrath continues to put the ‘art’ in ‘make-up artist’.   

Fondly nicknamed the ‘Mother’ of make-up, Pat has collaborated with the Metropolitan Museum of Art for a limited-edition range of products that will become the first make-up to ever be sold in their gift shop.  

The Pat McGrath Labs x The Met collection was inspired by Renaissance and Baroque paintings.

“The Costume Institute’s exhibitions are legendary, and I am thrilled to be able to present this exclusive range of products inspired by this prestigious exhibition,” she said, “Religious history and artefacts have always been vital influences on my work, and it is an extraordinary honour for me to be unveiling these new pieces alongside this breath-taking exhibition as the first-ever beauty brand at New York’s iconic Met Store.”  

This isn’t the first time Pat has found a unique way to reach her adoring fans. Last year, she collaborated with singer, and muse, Maggie Lindemann to launch her collection exclusively through Maggie’s Spotify merch page.


With 60 years of iconic celebrity and royal reporting under their belt, HELLO! Magazine celebrated their landmark anniversary with a Dover Street Market newsagent pop-up. It’s these simple, irreverent and celebratory collaborations that make me go around the office smiling like an idiot.

Adrian Joffe, Comme Des Garcons and Dover Street Market CEO (and husband to Rei Kawakubo) has always been a fan and welcomed the collaboration with open arms. “HELLO! has a strength in its branding and message, the logo is so clear that it’s become iconic.”

We’re used to seeing collaborations as a tried and tested limited edition play, but what makes these examples interesting is their impact on society. How, together, brands from two very different spaces can connect communities, form new communities and indeed, sell to these communities.

SEEN is compiled by LOVE’s Head of Culture, Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge then get in touch kattowers@lovecreative.com