The 5 weirdest brand partnerships from 2025 prove collabs have lost the plot

Ketchup-inspired luggage. Soap based on the characters from Stranger Things. A hot sauce energy drink. These are just a few of the brand collaborations that we’ve seen in 2025—and it’s safe to say that all’s not well in the world of brand partnerships.

A few years ago, the art of the brand collab most often involved bringing together two brands that already had overlapping design styles, fanbases, or product categories. Recall partnerships like Nike and Apple’s successful 2016 Series 2 Watch launch...