PAZZION and Killiney serve up SG60 style with kopitiam-inspired collab

PAZZION is celebrating Singapore’s 60th National Day with a collaboration that brings kopitiam nostalgia to life through fashion and food. Available from 2 July to 31 August 2025, the PAZZION X Killiney SG60 exclusive collection reimagines local heritage in modern footwear, apparel and lifestyle accessories, alongside a special café menu.

Leading the line-up are the 'Nicole everyday' sneakers, which feature sleek contrast piping in red and white, putting a contemporary spin on national pride. The 'Cheryl charm' mary janes come with polished buckles and interchangeable charms for a playful, customisable look, while the 'Mini Cheryl charm' mary janes offer a matching option for kids.

The collection also includes the 'Toast set everyday' tee, printed with nostalgic kopi and kaya toast motifs, the 'Lim kopi' embroidered Cap stitched with Singlish phrases, and the 'toast set everyday' Tote made for daily essentials with a side of local flavour.

Don't miss: Why food and fashion is a delicious combo marketers can't seem to resist 

Shoppers can also snag the 'Line by line keycharm' a mini PAZZION shoe paired with tags of MRT stations where PAZZION stores are located, including Orchard, Bugis and Changi Airport. The keycharm will be available at 60% off with any purchase during the campaign.

The celebration extends to PAZZION Café, which will serve "A taste of tradition for SG60", a limited-time menu co-created with Killiney. The line-up features five handcrafted drinks and three desserts inspired by classic local favourites, blending nostalgic flavours with an artisanal twist.

MARKETING-INTERACTIVE has reached out to PAZZION for more information. 

Local food has long been a powerful symbol in Singapore-inspired brand collaborations, with brands often tapping into beloved dishes to spark national pride and emotional connection. Such collabs typically surface around National Day, when brands look to blend cultural relevance with consumer excitement.

Last year, adidas teamed up with Ya Kun Kaya Toast for a campaign that fused streetwear with local flavour. Timed for National Day, the drop featured graphic tees, hoodies, shoe charms and enamel pins inspired by iconic Ya Kun menu items, from kaya butter toast to iced tea and soft-boiled eggs.

The collection encouraged fans to style these pieces with their favourite adidas gear during the celebrations, with select items made available exclusively on Ya Kun’s app and social platforms, driving digital engagement alongside offline buzz.

Related articles: 
UNIQLO SG's foodie fashion collab draws flak for resemblance to local brand  
Cable cars get a nyonya twist as Sentosa turns cultural for SG60 
AIA rolls out custom SG60 Monopoly set