“KFC ends all merch wars by creating its own bucket hat”
To celebrate the iconic KFC bucket, we teamed up with St.Petersburg-based streetwear brand Mam Cupy to design the KFC Bucket Hat, a statement piece that turned the fashion world (and KFC logo) upside down… sorry.
Is it a Bucket? Or a Hat?
To launch the hat, we created a promo video asking the question “Is it a bucket, or is it a hat?”, as well as a look book with skate photographer and filmmaker Arthur Couvat.
“Whether this idea is delectably dope or just a hot greasy mess is up to you, but we’ll definitely give this one an A+ for creativity.”
The design repeats the look of the KFC iconic bucket, with its red and white stripes, complemented with upside down KFC and Mam Cupy logos.
The hat was only available in Russia. We still sold out in less than a week.
The hat even featured in RSAC’s NBA music video which currently has around 60 million views.
“That’s definitely someone that was high as shit who’s just like eating KFC and was like ‘damn dude, what if we made a bucket hat that was also doubling as a bucket?’”
Agency: Wieden + Kennedy Amsterdam
Role: Creative Direction, Art Direction
With: Dasha Ovechkina, Mariano Garcia Cruz
Director of Photography: Arthur Couvat