Creative Works Brand Strategy Instacart

Instacart celebrates 10 years with fashion collection from Anwar Carrots


By Audrey Kemp, LA Reporter

July 28, 2022 | 3 min read

As Instacart rounds one decade in business, the popular grocery app has dropped a trendy summertime collection with in-demand streetwear designer Anwar Carrots.

Instacart's bucket hat and long sleeve tee shirt

Instacart’s bucket hat and long-sleeve T-shirt, both designed by Anwar Carrots / Instacart, Anwar Carrots, NTWRK

Fans of street fashion (and vegetables) rejoice: a carrot-themed collection has dropped today from streetwear designer and entrepreneur Anwar Carrots and grocery delivery service Instacart.

The four-piece collection is designed by Carrot with summertime in mind, and includes a tote bag, water bottle, long-sleeve T-shirt and bucket hat.

“As a father of three with one on the way, my life can get pretty busy, so we’ve been using Instacart for years when we’re in a pinch and need anything from tonight’s dinner to diapers for the kids,” Anwar Carrots told The Drum. “When Instacart came to me with this concept for a collaboration, I immediately lit up. Not only is Instacart a company I’m passionate about, but we have a shared love for carrots, which naturally inspired the creativity for the capsule collection.”

Instacart tote bag designed by Anwar Carrots

Credited with ushering in the “future of streetwear” by The Los Angeles Times and mentioned in Tyler, the Creator’s first single Yonkers, Carrots co-founded the LA brand Peas and Carrots in 2007 with breakout rapper Casey Veggies. Peas and Carrots has gone on to be lauded as the “coolest LA” brand by Complex and an “international phenomenon” by Hypebeast. In 2015, Carrots launched his own label, Carrots by Anwar Carrots.

Instacart and Carrots’ limited-edition collection will be sold exclusively on premier livestream shopping app NTWRK on an August 5 episode hosted by Anwar. The limited collection will be available for $100 to viewers in the LA area, and will be delivered the same day via Instacart. Up to $10,000 of the sale proceeds will be donated to Feeding America, a nonprofit organization focused on hunger relief.

“At its core, this collection with Anwar both celebrates our shared affinity for the carrot icon and culturally connects the Instacart brand in new ways with our audience,” Rogelio Magaña, director of brand strategy and campaigns at Instacart, told The Drum. “Together, we’re reaching the next generation of Instacart consumers in a unique and relevant way – meeting them where they are and in the ways they’re shopping and consuming content today.”

The collaboration comes as Instacart celebrates a decade in business this year. According to a blog post written by Instacart’s chief executive Fidji Simo in May, the collaboration represents one of Instacart’s future ambitions of “helping retailers and brand partners grow their businesses.”

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