Since its founding by Rocky Xu in 2022, Rocky's Matcha has traveled across the globe for pop-ups and collaborative capsules with leading streetwear brands like Bodega and Awake NY. Now Rocky's Matcha is partnering with Japanese fashion brand Sacai for a special pop-up cafe in Harajuku, where collaborative apparel will be sold alongside a menu of hot and iced tea-based beverages.
The latest collaboration features graphic t-shirts and hoodies with co-branded Sacai x Rocky's Matcha wordmarks that combine the tea brand's handwritten text with Sacai's modern sans serif typeface interchangeably. Much like the tea brand's signature hand-drawn style, one of the tops boasts a faded finish for a more personal character. In collaboration with fragrance company retaW, Rocky's Matcha will also offer an auto-fragrance printed with a matcha illustration by Ryuto Miyake.
Hypebeast met with the founder for a one-on-one discussion on the brand featured in the 34th issue of Hypebeast's print magazine. "We want to put our twist on how matcha is consumed, not just the tea, but the brand around it," said Xu in the interview. Stay tuned to Hypebeast for the full interview, which can be found in the new Hypebeast "Uniform Issue".
"Rocky's Matcha at 701" will take place at the rooftop space on the 7th floor of Tokyu Plaza Harajuku "Harakado" from October 22 to 27. Check out the new line of merchandise in the gallery above.
Click here to view full gallery at Hypebeast
