Shelflife x Chappies, a collaboration worth more than a “sticky currency”

Chappies is a bubblegum brand that was introduced to South Africa in the late 1940s; Spearheaded and created by Arthur Ginsburg while working for Chapelat Sweets (no prizes for where the name Chappies was derived from). It is an iconic brand/product that has existed for many decades before any of us were born and yet has been a sticky thread that connects parts of our lifestyles and childhoods. From its unwavering affordability to being detested by our parents, this brand coloured our lives, filling it with vibrant memories that continue to connect us as South Africans from different races, environments and backgrounds.

Shelflife, an online as well as brick and mortar streetwear store with deep roots in graffiti and sneaker culture has collaborated with the Chappies brand to bring about a special collaboration that is close to our hearts. Conversations about the collaboration started all the way in 2008 through Shelflife and Dr.Zulu and after 13 years of discussions and major challenges the Shelflife x Chappies capsule was born; to celebrate a proudly South African legacy where street culture connects to our history and heritage through one of our most iconic brands.

We’d like to introduce to you the Shelflife x Chappies capsule which includes tees, shorts, hats, footwear, jackets, bottles, pins inspired by streetwear, sportswear, Chappies’ various fruity flavours, Chappies comic strips, graffiti and loads more.

Psst, their models are all actual retailers and stockists of Chappies bubblegum, contributing to a whopping 6.8 million pieces sold per day!

Check out the capsule below:

While writing this article I came across gems of facts about Chappies that I thought might “blow” your mind, for instance, DID YOU KNOW:

1.     That a cartoon chipmunk was inserted under “Chappies” on the wrapper. It was felt that rural black children who possibly couldn’t read needed to distinguish the real Chappies from any substitutes on the market, and the chipmunk was distinctive. The wrapper still contains the chipmunk today.

2.     That the brand was exported to Zambia, the Congo and Zimbabwe and in the late 1970s, Chappies held 90% of the market.

3.     That Chappies became the biggest volume seller in South Africa. Just like Coca Cola was to be found in every nook and cranny, so Chappies was everywhere…