The breakfast club

When color, form, and design are combined, something special happens! Smeg and Holdit unite in The Breakfast Club, an unexpected yet natural meeting where playfulness interacts with timelessness to create something unique. A vibrant tribute to the morning routine, showcasing style and functionality in a creative and inspiring way.

Holdit has previously appeared in exciting contexts, from competitions and events to creative collaborations with other brands that share a passion for design and creativity. As Holdit launches its Wavy Case in the new, fresh Mineral Blue color, they also present The Breakfast Club, a concept where Smeg’s timeless 50’s Style Toaster and Holdit’s playful Wavy Case meet in an inspiring tribute to color, form, and function.

"We’ve been inspired by Smeg for a long time, and since we share a strong focus on color, form, and design, it felt like a natural match. When we landed on this fun and beautiful concept, it felt even more exciting. We’re happy to finally present The Breakfast Club" - says Kim Thåström Klow, PR & Event Coordinator at Holdit.

For this collaboration, they worked with an external creator who truly brings the partnership to life. Kevin Mistry is a Stockholm-based model who has worked with brands such as Acne, Holzweiler, and Adidas. In addition, he is a creator and works with his social media channels Instagram and TikTok. Now we also see him behind the morning newspaper with a croissant in the collaboration, The Breakfast Club.

"Working with creators like Kevin makes a big difference. He captures the right vibe for both brands in a way that feels both natural and inspiring. Our goal was to create something authentic and genuine, and we’ve really succeeded" - explains Alice Dyrendahl, Influencer & PR Coordinator at Holdit.