Shake Shack and HUMAN MADE foster cross-cultural appreciation in new collab

Shake Shack has joined forces with HUMAN MADE, a Japanese streetwear brand founded by NIGO, to launch an exclusive collaboration menu and merchandise collection, blending fashion and food to create a one-of-a-kind experience for or both brands' fans.

In conversation with MARKETING-INTERACTIVE, a spokesperson from Shake Shack said this marks the brand’s first-ever cross-regional partnership, allowing both brands to leverage each other’s customer bases through joint marketing efforts. The collaboration aims to reach new audiences while enhancing brand visibility across multiple markets. 

Running from 19 July onwards, the campaign targets fans of both HUMAN MADE and Shake Shack. The spokesperson said that while the brands originate from different backgrounds, they share mutual commitments to innovation, craftsmanship, and cultural appreciation. 

“HUMAN MADE draws inspiration from the idea that 'the future is in the past. At Shake Shack, we serve elevated versions of American classics using only the finest ingredients, and surprisingly, our brands share more similarities than one might think."

The collaboration features a distinctive logo, born from the merging of Shake Shack’s burger icon and HUMAN MADE’s signature heart logo. An exclusive HUMAN MADE x SHAKE SHACK menu has been launched across Shake Shack outlets in Asia, including locations in Japan, South Korea, Mainland China, Hong Kong, Malaysia and the Philippines.

Inspired by NIGO’s passion for Japanese cuisine and American culture, the menu draws from a rich tapestry of cultural influences, blending Japanese and American flavours in innovative ways, according to the release. The menu includes HUMAN MADE Teriyaki Shack, HUMAN MADE Curry Cheese Fries, and HUMAN MADE Mango Yuzu Shake, all served in exclusive packaging featuring the heart-burger collaboration icon.

Beyond the food offerings, HUMAN MADE has launched a limited-edition five-piece collection, showcasing the collaboration logo and designs inspired by Shake Shack's iconic ShackBurger. These items are available through HUMAN MADE's online store and selected physical retail locations. Additionally, a limited-edition key ring and pin set will be sold exclusively at participating Shake Shack locations.

To amplify the collaboration’s visibility, the spokesperson said the brand is leveraging various online channels, including the HUMAN MADE online store, both Human Made and Shake Shack’s owned channels, as well as offline at HUMAN MADE stores in Japan, Korea, and Hong Kong, and at participating Shake Shack locations in Japan, Korea, Mainland China, Hong Kong, the Philippines and Malaysia.

Related articles:

These were the region's most captivating CMO moves in 2024
Shake Shack HK and ONLY Beverages share 'something good' with new campaign
Shake Shack HK revamps ifc store with spirit of community