Vogel’s cunning travel hack: Bready to Wear
By James Herring on Wednesday, April 16, 2025
Kiwis abroad, rejoice your daily Vogel’s fix just got a runway-ready upgrade.
Introducing Breadywear, a fashion-meets-food innovation designed to help expats sneak their favourite loaf past airport baggage limits, one crumb at a time.
Created by DDB NZ in collaboration with designer Vikki Foggo, the line features a “Breaded Jacket” and “Neck Loaf” capable of carrying up to 66 slices of grainy goodness.
If you wear your bread, they can’t weigh it right?
Breadywear is a love letter to Vogel’s devotees who’d do anything for that perfect toast.
Stylish enough to turn heads. Confusing enough to intrigue airport officials.
