Swedish oat milk pioneer Oatly has launched a 10-day immersive matcha-themed pop-up at London-based lifestyle shop Goodhood in time for the city’s Fashion Week.
Oatly’s love affair with fashion is getting a matcha-tinged makeover.
The oat milk maker has taken over Goodhood, a lifestyle store in Shoreditch, East London, for a 10-day pop-up just ahead of the spring/summer 2027 edition of London Fashion Week.
Running from September 3-13, the Monochrome by Oatly experience features a colour-matching matcha bar, signature matcha drinks, as well as a designer ceramic collection.
It is the latest in a growing list of lifestyle collaborations for the company, which has been doubling down on its “oat couture” tilt as the worlds of food and fashion collide deeper. It also puts a spotlight on the drink of the moment, building on Oatly’s recent ready-to-drink matcha launches.
Visitors can get matcha drinks based on colour analysis
The pop-up follows the opening of Goodhood’s Commune café earlier this year, which was built into its recently expanded 10,000 sq ft space and offers a range of signature oat milk drinks in collaboration with Oatly.
Every element of the space has been transformed into vibrant shades of green and is inspired by contemporary design, art installations and gift shops. The pop-up houses a rotating conveyor belt of limited-edition co-branded merchandise, such as tote bags, keychains, and soap, as well as complimentary drinks made from Oatly’s ready-to-drink matcha latte, including a pear and jasmine matcha and pandan matcha.
In the first week of the pop-up, visitors can experience a colour-matching matcha bar at Commune, where they will receive a professional colour assessment from a colour analyst, who will then recommend their perfect shade of matcha green
A barista will then whip up a specially developed matcha beverage with Oatly in the recommended shade to create a “playful, personalised, colour-matched pairing” to round out the experience.
Oatly and Goodhood have also teamed up with ceramicist Liam Owen to offer a limited-edition collection of handcrafted matcha mugs, incense holders and trinket trays in a bespoke green freckle glaze.
“Our team was excited to take on the challenge of colour-drenching everything to deliver this immersive matcha experience,” said Georgie Jadwat, senior creative producer at Positive Experience, Oatly’s marketing partner that produced and installed the pop-up.
“We’ve loved seeing the Oatly brand develop and evolve over the years and be a part of their expansion into these fashion and lifestyle spaces, of which Monochrome by Oatly is a brilliant example,” she added.
Why Oatly is embracing the fashion world
“The idea behind Monochrome by Oatly was to explore how an entire creative world could be inspired by a single colour: the distinctive green of our Matcha Latte carton,” said Rob Godfrey, head of brand at Oatly.
“We wanted to create an immersive space that brings fashion, design and great-tasting matcha together in an unexpected way, somewhere between a shop, an art installation and a cafe.”
Oatly began its lifestyle pivot last year with the publication of its recipe lookbooks, a play on the fashion industry’s seasonal catalogues, featuring innovative drinks that showcase the versatility of its product. The three lookbooks so far have featured standouts like lacto-fermented blueberry matcha, sticky toffee Irish coffee, and lychee oolong tea with oat milk jelly.
The firm’s COO, Daniel Ordonez, has said the lookbooks were breaking down barriers with “quotes reminiscent of fashion and unexpected recipes that totally change the way in which consumers view oat milk”.
The company also published a Future of Taste report highlighting the industry’s biggest trends for 2026, with matcha being a headline element. “We see taste as much more than just flavour. Sure, it’s literally another word for it – but for us, taste represents a frontier for innovation, identity and impact,” Oatly’s UK general manager, Bryan Carroll, told Green Queen last year.
The fashion-inspired taste playbook has been a key strategy for the company’s return to revenue growth, and matcha has been central to this effort. Shortly after the rollout of the matcha latte, Carroll said it had “exceeded all expectations” and was “selling well in all the markets it has launched in”. This year, Oatly doubled down with a strawberry matcha latte.
The oat milk maker is courting Gen Z with this strategy: in the UK, matcha lattes saw a 30% year-on-year growth in Q1 2026 and are one of the 10 most ordered beverages in cafés, and 52% of young consumers are willing to pay more for drinks with matcha (compared to 29% of the general population).
The Goodhood pop-up follows Oatly’s partnership with designer brand Avavav for the Autumn/Winter 2026 edition of Milan Fashion Week, which used the matcha latte as a performance element where guests and models’ roles were reserved. In turn, the plant-based company paired the collection with three signature drinks.
