What is delicore? The celebrity trend putting bagels at the forefront of fashion

If it's part of a sandwich it can go on a T-shirt. That’s the new ethos behind delicore, the low-key trend that brings together food and fashion

Pete Davidson's love of delicatessen-branded merchandise has sparked the new trend delicore, as part of which New York deli Zabar's has collaborated with fashion label Coach to create a line emblazoned with its famous bagels. Photo: Coach; AFP
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With Pete Davidson, 28, slouching ever closer to total global celebrity domination — A-list girlfriend? Check. SNL favourite? Check. Burgeoning film career? Check. Beef with Kanye West? Check — it’s fitting that the comedian’s personal style should be exerting significant influence, too.

Dubbed “delicore”, his predilection for T-shirts, hoodies and baseball caps emblazoned with the logos of famous delicatessens and grocery stores has been picked up by celebrities such as Bella Hadid, Jake Gyllenhaal and Travis Scott.

An overwhelmingly New York trend, some of the Big Apple’s most famous delis have moved into merchandising, selling clothes emblazoned with their logos and wares, culminating in a collaboration between fashion brand Coach and NYC institution Zabar’s, a deli founded in 1934.

The Zabar’s collection by Coach, part of the fashion house’s Spring 2022 NYC Institutions line, featured a $495 knitted sweater and $550 leather tote bag, both adorned with an image of the bagels the deli is famous for.

A 'blue collar' fashion trend

Gyllenhaal has also jumped on the trend, albeit with a charitable slant, donning a hoodie with the word “lox” — a brined salmon that serves as a popular sandwich filling Stateside — across the front.

The Ambulance star wrote on Instagram: “Nothing like a big bag of bagels and lox! I designed a hoodie with my friends at [New York deli] Russ & Daughters, the proceeds from the sale of every hoodie will go to the Actors Fund’s efforts to support NYC theare workers impacted by the pandemic.”

As Davidson spends more time on the West Coast, he’s been showing love to California delis, too.

The SNL star, who calls the trend “blue collar”, has been spotted wearing an “Uncle Paulie’s” baseball cap from the famed Italian-America deli on Beverly Boulevard in Los Angeles, which sells its own merchandise, including hoodies and T-shirts.

“It’s like band T-shirts — anybody rocks a Metallica band T-shirt, why not rock your favourite deli?” deli co-founder Paul James told the New York Post.

Deli's diversifying

Another New York deli that recognises the savvy business of moving into merchandise is Katz’s Delicatessen. It was founded in 1888 and sells a range of T-shirts, caps, hoodies and other branded items such as aprons, baby onesies and tote bags.

Gertie’s, a relative newcomer in trendy Brooklyn, has dipped its toe in the water with $40 corduroy baseball caps, while 24-hour vegetarian food outlet Punjab Deli, loved by in-the-know Manhattanites, launched its own line of jumpers as a separate revenue stream when the pandemic hit. These proved popular with famous names including Hadid.

With US food delivery website Goldbelly reporting a 30 per cent increase in sales of restaurant-related merchandise, how long will it be before you can order up a Talabat T-shirt with your tacos?

Updated: April 13, 2022, 9:49 AM
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