Pizza Hut SG serves style with first streetwear collab

Pizza Hut is diving deeper into street culture with its first-ever streetwear capsule, launched in collaboration with Singapore-based creative collective Tell Your Children (TYC).

The collection, which drops on 18 June, includes a custom varsity jacket with mismatched sleeves, graphic tees inspired by Pizza Hut’s visual identity, and crew socks featuring illustrated pizza motifs. It will be available exclusively through Pizza Hut’s website and app for self-collection only, while stocks last. 

Positioned as more than just merchandise, the capsule is designed to appeal to younger consumers by tapping into nostalgic pop culture references and the energy of late-night hangouts. According to the brand, the drop reflects Pizza Hut’s ongoing efforts to stay culturally relevant and resonate with audiences beyond traditional dining.

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The collaboration builds on Pizza Hut’s earlier partnership with TYC in 2024, when the studio designed a custom mural for the brand’s Tengah Plantation Plaza outlet. This latest effort marks an evolution of the relationship, bringing together TYC’s signature visual storytelling with Pizza Hut’s brand assets to create what both parties describe as a celebration of individuality and creative self-expression.

The partnership comes hot on the heels of Pizza Hut’s "Perfectly imperfect" sourdough pizza launch in May and marks a bold new turn for the brand’s lifestyle push.

"At Pizza Hut, we’re passionate in supporting local brands who bring creativity and personality into everything they do. We’re especially excited to be launching our first-ever streetwear merchandise line with TYC, blending local creativity and perfectly imperfect designs that mirror our new handcrafted crust variant," said Jayss Rajoo, director of marketing and food innovation at Pizza Hut Singapore. 

Echoing the sentiment, Deon Phua, managing director at TYC said, "As creatives, while we’re always striving to be our best, it is also important to not let perfection become the enemy of progress. Just as Pizza Hut embraces the beautiful imperfections of its new sourdough crust, we at TYC celebrate the messy, evolving process behind every creative journey. The true magic isn’t just in the final outcome, but in every imperfect step that shapes it." 

The streetwear launch comes as Pizza Hut continues to experiment with unconventional brand expressions. In April, the brand tapped into collectible culture with the release of “Sir Melts-a-Lot”, a limited-edition plushie inspired by its cheeseburger melts. With a detachable patty and multiple ways to accessorise, the plushie was packaged in a custom-designed box tailored for a style-conscious audience.

Prior to that, Pizza Hut partnered with Hasbro to bring the MONOPOLY board game experience to life in select outlets. Restaurants at NEX and Jurong Point underwent a limited-time MONOPOLY-themed makeover, complete with themed photo spots, an exclusive mini-game for diners, and oversized dice that determined the food vouchers customers could win.

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