Anti Social Social Club has partnered with The Breakfast Club to release a capsule collection in honor of the London restaurant’s 20th anniversary. The drop includes co-branded hoodies, T-shirts, and an apron, each designed with references to both the eatery’s identity and ASSC’s visual language. The collaboration channels the café’s breakfast themes through the lens of the Los Angeles-based streetwear label, known for its playful approach and unpredictable partnerships.
Founded in 2014, ASSC built a name through irreverent branding and drops that often come with unusual creative pairings. This release continues that pattern. Key design elements across the collection feature ASSC’s capitalised logo paired with The Breakfast Club’s yolk yellow mark, positioned directly beneath it. The color choice references the original paint used on the café when it first opened its doors on D’Arblay Street in Soho in 2005, years before brunch became a full-blown cultural routine.
In addition to logo-driven pieces, the capsule includes graphic elements that lean into The Breakfast Club’s comfort-food roots. Illustrations of an egg, a strip of bacon, and a salt shaker appear across various garments. These cartoon motifs echo the restaurant’s easygoing food-first identity, while aligning with ASSC’s interest in visual humor and everyday references.
The collaboration also extends beyond product. The Breakfast Club’s original location in Soho served as the site for the campaign shoot. Staff from the café, including front-of-house and kitchen crew, modeled the pieces, grounding the collection in the place that inspired it. The brand didn’t stage the shoot with professional models or neutral studio lighting. Instead, it stayed close to the source, placing the collection where it began.
As part of the release, The Breakfast Club has updated its internal uniform policy. Starting immediately, staff across its locations in the UK will begin wearing items from the Anti Social Social Club collaboration. The shift introduces the new pieces directly into the restaurant’s day-to-day operation, allowing diners to experience the designs in context.
Tom Williams, Head of Marketing at The Breakfast Club, sees the collaboration as a high point for the company. “This might just be the coolest thing we’ve ever been a part of,” he said, pointing to the excitement within the team as the café marks two decades of business.
Anti Social Social Club will launch the collection exclusively through its official website on August 2. The drop offers a concise mix of streetwear staples and food-forward graphics, set against one of London’s most recognizable brunch names.
