Streetwear label Anti Social Social Club (ASSC) has teamed up with London brunch institution The Breakfast Club to launch a limited-edition collection celebrating 20 years of pancakes, nostalgia, and café culture.
Known for its food-inspired drops — including a past collaboration with Katz’s Deli in New York — ASSC’s latest partnership brings the brand’s global outlook to London. The Breakfast Club, founded in Soho and now a cult favourite across the capital, marks its 20th anniversary with this exclusive collection.
Expect graphic hoodies, T-shirts and even an apron, blending ASSC’s bold streetwear aesthetic with The Breakfast Club’s signature cheeky charm. The campaign was shot inside the original Soho café, with real chefs and front-of-house staff modelling the pieces in their everyday setting.
As part of the launch, team members at all Breakfast Club locations across the UK will be wearing the collection – bringing the collab to life on the café floor.
Tom Williams, Head of Marketing at The Breakfast Club, said:
“This might just be the coolest thing we’ve ever done – and the perfect way to kick off our 20th birthday. We’re buzzing to launch this fabulous collection with our new friends at Anti Social Social Club.”
Connor Poole, UK & EU Brand Director at ASSC, added:
“Food and fashion have always been part of our DNA. Teaming up with The Breakfast Club – such a key part of London’s cultural fabric – feels like the perfect fit. We’re celebrating a big milestone with timeless designs… and maybe a pancake or two.”
The Anti Social Social Club x The Breakfast Club collection launches Saturday 2nd August at 11am BST, exclusively at AntiSocialSocialClub.co.uk.