Dating app Grindr is now helping users to hook up with an exclusive branded clothing range. Joining forces with pattern printing company Prints All Over Me, the company has launched a 29-piece menswear line. It features everything from windbreakers to swimming trunks and jock straps to track pants, with a clutch of accessories like pins, patches and bandanas to put in your duffel bag.
It’s an interesting departure for Grindr, but represents a growing awareness among brands that product alone is no longer enough. To connect with customers they need to build a lifestyle around their core offering. After all, no brand and no-one is entirely one-dimensional.