Clothing brand UNIQLO launches …. a recipe app?

What do clothes and food have in common? Plenty according to Uniqlo. And of course there’s an app for that.

Japanese fashion brand Uniqlo is one of the most successful retailers in the world, known for its durable but affordable clothing. Recently, the company has been trying to branch out as not just a clothing retailer, but a lifestyle brand.

To that end, the company recently released the “Uniqlo Recipe” app, which enlists six well known chefs to create recipes based on Uniqlo’s LifeWear philosophy: “clothes for a better life, for everyone, every day”. Whatever that means. Here’s a video showcasing the app:

The app itself looks beautiful, with six recipes laid out accompanied by some fun interactive instructions. However, Uniqlo has matching clothes for every recipe, which I personally think is a bit of a stretch. But the recipes themselves look pretty amazing, and I’m tempted to try one myself.

A smart piece of content marketing? Or a gimmicky stunt? Let us know what you think in the comments!

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