Last month the internet lit up with photos of Australians wearing a colourful new range of hoodies, track pants, slides and beanies. They weren’t from a hot streetwear brand or a cutting-edge fashion label, but rather a German supermarket chain.
In a photo posted in a Facebook fan group with 79,000 Australian members, one woman poses in her Aldi hoodie, standing underneath the supermarket’s bright yellow sign. In global fan groups with memberships as large as 2.8 million, many shared photos of their dogs wearing pooch-sized Aldi jumpers; others resold their purchases at inflated prices in dedicated Aldi buy-swap-sell groups. One fan posted a photo of her haul: an Aldi-branded umbrella, beanie, socks, sweatshirt and more. “My family thinks I’m crazy,” she wrote. “But I know you’ll support me!”
