MAIYET Serving Sweets to Combat the Heat
BY JULIA ASPHAR
New York City is in for a sweet treat next week, the artisanal luxury brand, Maiyet, is hitting the streets in an ice cream truck called MaiyetMelts to share their philosophy, gather donations and of course, serve creamy $5 ice cream sandwiches.
#MaiyetMelts is a an experiential pop up truck, acknowledging the community of contemporary art and pop culture, all the while celebrating their progressive thinking and artisan roots by selling limited edition T-shirts and tanks. All proceeds will support the NEST – committed to creating economic opportunities that alleviate poverty, empower women, and preserve cultural traditions through supply chain transparency, sustainable business development, and widespread industry advocacy.
The spring/summer collection includes garments from Declan Kearney’s runway collection for Maiyet which features his take on “everyday fixations” like melting Popsicles and ice cream sandwiches.
The whimsical icecream tour will continue May 11-15 and will be stationed around the city serving up delicious, artisanal chocolate cookie and vanilla ice cream sandwiches from local East Village creamery Davey’s Ice Cream. Should you be inclined to need your own ice-cream sandwich or the limited edition tops you can check the Maiyet website or see the truck at NADA Art Fair.
The Impression loves a well thought out experiential initiative that can live in New York but tech the world via social. Especially one that heralds in the summer which can’t come quick enough.
When we asked Creative Director Declan Kearney about the program he quickly shouted back to The Impression “#MAIYETMELTS Good humour for a cause, feel good, do good!”
That Declan! What a Mr. Softee!