Description:

When 2.5% of New Zealand’s population left the country last year, many were forced to leave their favourite bread behind. Vogel’s, a beloved Kiwi staple, isn’t available overseas—and with each loaf weighing 750 grams, taking it in your luggage comes at a cost. So we found a loophole: they can’t weigh it if you wear it.
Introducing BreadyWear—a fashion-meets-function travel capsule designed to smuggle slices of Vogel’s through international borders. Created in collaboration with emerging designer Vicki Foggo, the collection features two hero pieces: the Breaded Jacket, which stores 32 slices in custom pockets, and the Neckloaf, a travel pillow that holds two full loaves. Designed with care and craft, the garments draw from contemporary silhouettes, finished with signature Vogel’s details—like bread tag zip pulls and stripe accents.
We launched the range at Auckland International Airport’s transit lounge, offering departing Kiwis a final slice of home. Supported by a campaign spanning film, social, OOH and influencer content, BreadyWear reached over 6 million people and sparked serious commercial interest—from in-flight service with Emirates to retail opportunities with Auckland Airport.
A playful yet considered solution to an emotional problem, BreadyWear keeps Vogel’s close—even when home is far away.