Toyota’s New Streetwear and Swag Line Is All About Old-School Off-Road Awesomeness
It’s more than just hats and t-shirts, there’s a truck rug! There are also pins, keychains, socks, and more in a sweet ’70s aesthetic.
Car-themed clothing is abundant, car-themed clothing that's cool is rare. Toyota's new HUF x TRD collaboration is uniquely excellent. Not only are the designs and colors great, but the project goes deeper than hats and t-shirts. You have to see this Toyota Truck bathroom rug.
Naturally, everyone reading this will be familiar with Toyota, and its performance arm Toyota Racing Development (TRD). HUF Worldwide, however, is a skate brand that car people might not have heard of. Well, it started as a boutique selling unique clothing in San Francisco circa 2002, became a skate brand, and has since evolved into more of a lifestyle brand that makes cool-looking stuff at the "well-employed childless impulse buyer" price point.
I am a huge sucker for car-themed crap, retro off-road, and the aesthetic of the 1970s, '80s, and '90s. It's been a few years since I've owned a Toyota but I think it's safe to say I'm squarely in the crosshairs of this little product campaign and will probably not resist copping a rug or a hat or a shirt or three. They're doing a dang Ivan Stewart Christmas sweater for crying out loud.
Here, spin the rack:
I even like that random black rubber mat—almost looks like something a bartender would have, but, mechanic-style.
A few of those items are available in a couple of colors, so if you're keen, check out the HUF Worldwide website after November 9 (that's the release date) for the whole range of options. Toyota's press release didn't specify pricing, but that will of course be public on Thursday once these items go up on the HUF site.
Based on what I know about these brands, I'm guessing the prices will be spendier but shy of outrageous. I bet they'll have shirts under $40 and some long-sleeve stuff under or around $100.
Toyota is presenting this project as "‘70s graphics inspired," which I guess applies to the general aesthetic as the vehicles depicted are clearly from the '80s and '90s. TRD was, in fact, around in the '70s so as far as I'm concerned the multi-era mashup is OK in my book.
To be honest, I'm getting a little weary of the synthwave radi-cool retro-future aesthetic that has been everywhere these past few years. The soft-focus subtly of the '70s matched with some crowd-favorite cars from the later era I just mentioned is a great combo, and I'm happy to see a car-brand fashion collab that gets me excited. Hey, Toyota, do a GR86-themed one next!
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