Lipton Ice Tea Brings Back the 90s with Streetwear Brand Cruel Pancake

Lipton Ice Tea has partnered with a fashion brand for the first time – Cruel Pancake by Hugo Philip for an exclusive collection of 25 colorful pop items.

Victoire Binet, Marketing Director at Lipton Ice Tea, says the collaboration represents a turning point and continuity. “Lipton Ice Tea stands for sunshine in a bottle, tangy colors and a passionate community. Working with Cruel Pancake is a dream come true because the DNA of our two brands is completely intertwined,” she explained. “Lipton is a real ray of sunshine, which matches seamlessly with Cruel Pancake’s mantra ‘Give this World good energy’.” Binet believes the partnership makes perfect sense.


Hugo said the creative proposal of this collaboration encourages them to move away from the conventional and the shyness, and invites them to boldly assert themselves by wearing bright colors all summer long.

Lipton Ice Tea and Cruel Pancake based their campaign on the 92-year-old model ‘The Spanish King’ to pose alongside the Gen Z. Moreover, the campaign marks the return to the 90s – the nostalgia of an entire generation that grew up with a can of Lipton Ice Tea in their fridge.


Cruel Pancake designed its collection based on vintage codes – Harrington jackets, shorts, bandanas, visors, towels and beach bags. Philip said they worked hard on the collection to ensure crisp details and a perfect fit. He added that the collaboration allowed them to express their creativity, inject their energy, and personal touch.

Lipton Ice Tea and Cruel Pancake have also created ‘Thirsty’, a pop-up that will be held on July 13 in Paris.

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Nandika Chand