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Papa John's is representing pure cheese via a clothing collaboration with, uh, Cheddar.

Fittingly set to Cheddar by hip-hop artist B Zino, the ad shows fashion-forward twentysomethings as they rep big Papa (not Biggie Smalls on this occasion) in branded jackets and tops – including Papa John’s delivery driver uniform – all while eating Papa John’s pizza.

The ad promotes the chain's Cheddar range, in which the cheese that comes from Southwest England takes the place of the more typical mozzarella. It. was created by Katy Sumption and Dave Henderson, and directed by Josh Cohen.

Thirty branded items including upcycled and customised visors, parkers, polos, and statement pieces –  such as a delivery driver helmet – launched on  yesterday (1 June), and will be sold on a first come, first served basis. This isn’t the first time a fast-food brand has dipped its toe into the fashion world. While Domino’s launched a "night-in collection" for London Fashion Week back in 2019, McDonald's created "Schnuggs" to promote its Spicy Chicken Nuggets and KFC Russia unveiled a Colonel Sanders-inspired bucket hat. Coca-Cola also collaborated with Diesel on an eco-savvy clothing range made using recycled materials including plastic bottles.