The resurgence of preppy style on TikTok and runways is trickling into consumer packaged goods.
Soon after pleated skirts, crisp oxford shirts, blazers and loafers returned to runways and Fifth Avenue store windows, TikTok was flooded with videos about “dupes” for “old money” or “quiet luxury” garments, closely following the “coastal grandmother” trend that included videos of how those on Martha’s Vineyard and Nantucket dress, eat and live.
Now, direct-to-consumer beverages are embracing the preppy style both in their packaging and in other elements of branding.
Scroll through the Instagram posts of companies such as low-ABV beer Chestnut Sports Club or alcoholic seltzer Clubby and you’ll find someone in a polo shirt playing golf, tennis, or another racket sport. Glance at a can of non-alcoholic (NA) beer Partake, NA beverage Barbet or Chestnut, and you’ll see skinny serif fonts that look nearly identical to the fonts of classic American brands such as Ralph Lauren, L.L. Bean and Vineyard Vines.
Even the color palettes on some of these cans include contrasting pink and green stripes reminiscent of college rugby team uniforms, or bright pastels that would fit in at any polo match or horse race.