HI-CHEW is stepping into the fashion world for the first time—and doing it with trademark sugary boldness. The cult-favorite chewy candy brand has teamed up with Utah-based lifestyle label LONELY GHOST for a limited-edition holiday apparel capsule inspired by HI-CHEW’s most beloved flavor: Strawberry.
The three-piece unisex collection launched Nov. 14 and includes a sweatshirt, wide-leg sweatpants, and a snapback hat, each splashed in a vibrant berry-red palette that channels the candy’s juicy signature. It marks a surprising yet seamless crossover: HI-CHEW’s playful, flavor-forward identity meets LONELY GHOST’s feel-good messaging and streetwear sensibility.
A Cozy, Candy-Coded Collection
The capsule leans heavily into LONELY GHOST’s viral typography, reimagined with a confectionery twist. The brand’s well-known “I LOVE YOU SAY IT BACK” mantra becomes “HI-LOVE YOU SAY IT BACK,” merging both labels’ irreverent, community-driven personalities.
Pieces include:
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Sweatshirt ($75): A strawberry-colored hoodie stamped with “HI-LOVE YOU SAY IT BACK” and a back print reading “BEST THINGS IN LIFE ARE SWEET,” alongside a list of life’s sweetest moments.
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Sweatpants ($70): Wide-leg, lounge-ready pants sprinkled with strawberry graphics and the same “BEST THINGS IN LIFE ARE SWEET” message.
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Hats ($30): A white snapback with a red brim, featuring the collection slogan plus embroidered strawberry details.
Sizing ranges from XS to 4X, a nod to both brands’ commitment to inclusive design.
Shoppers who snag the set also receive a pack of HI-CHEW Strawberry Sticks—a literal taste of the collaboration’s inspiration.
The capsule is available at lonelyghost.co, in the brand’s Provo “Ghost Grocery” flagship, and at its new Fashion Square location in Scottsdale, Arizona, while supplies last.
A Collaboration That Feels “Unexpected—but Perfect”
For HI-CHEW, the collection represents its first foray into apparel and an extension of its relationship with its devoted “Chew Crew” fan community.
“It was essential for us to partner with an innovative and creative brand that shares a passionate, loyal fan base,” said Teruhiro Kawabe, President and CEO of Morinaga America, Inc. “LONELY GHOST was the perfect partner to bring HI-CHEW’s unique personality to life.”
LONELY GHOST co-founder Bronson Christensen echoed the synergy: “Our favorite collaborations are the ones that make people do a double-take—the ones that feel unexpected and end up making total sense. HI-CHEW was exactly that.”
Founded in 2019, LONELY GHOST has evolved from a streetwear label into a full-blown lifestyle movement centered on emotional storytelling, connection, and high-vibe community building. The brand has become known for its clever text designs, fan-fueled drops, and collaborative spirit.
HI-CHEW, meanwhile, has spent decades cultivating flavor innovation and candy culture, with over 300 flavors introduced in Japan and strong U.S. growth driven by hits like Strawberry, Watermelon, and Mango.
