Max’s Sandwich Shop London is now a fashion designer Junya Watanabe
Sandwich maestro Max Halley of Max’s Sandwich Shop in Crouch End is the latest London restaurant personality to be celebrated by the fashion industry.
Following in the footsteps of St. John and Noble Fine Liquor (parent company of P. Franco, Bright and Peg) who made their own haute couture debuts in 2019, the Comme des GarÃ§ons MAN Spring / Summer 2021 collection from the Japanese designer Junya Watanabe features a t-shirt with a full reprint of the cover of Halley’s first book in 2018 Max’s Sandwich Book: The ultimate guide to creating perfection between two slices of bread. It’s priced at Â£ 250 and can be purchased at the ultra-trendy Dover Street Market department store.
Halley, who has had to keep the deal a secret since last year, told Eater London he was, to say the least, surprised Watanabe wanted to use his artwork – a visual deconstruction of Halley’s most famous sandwich, the “ham, egg, and chips” which features the chef’s own handwriting of the words “crunchy”, “cold”, “sweet”, “tangy”, “sour” and “sweet” – the holistic matrix of taste and texture that Halley thinks all sandwiches should Master.
âHow they found out about the book, I have no idea! Halley told Eater London. âI still can’t believe it !!!!! Real fucking Like Boy Hahahahahahahahahha.
Watanabe’s collection also includes a reversible jacket – priced at Â£ 915 – which is lined with Halley’s design. âLOOK AT THIS JACKET LINING !!!! Hahahahahahahahahahahaha UNFUCKINGBLIEVABLE, âHalley recently observed on Instagram.
Watanabe’s latest collection pays homage not just to Halley, but to another cookbook – big deal in 2019, New Zealand chef Josh Niland The Whole Fish Cookbook: New Ways of Cooking, Eating and Thinking whose cover is transposed to another t-shirt design.
Halley confirmed that the design was licensed “for a fee,” but did not disclose how much; adding only that “they’ve been so sweet and fun to deal with the whole time.”
After Vetements and McDonald’s, SACAI and Bar Italia, and now that, where next for fashion and gastronomy?