The iconic Beigal Bake bagel shop in London’s Brick Lane has sparked a wave of reactions from its loyal customers after unveiling a £145 limited edition jacket. The jacket, created in collaboration with clothing brand Stay Creative Co., is part of a new merchandise line that also includes £50 T-shirts and £5 tote bags. While some customers have expressed admiration for the design, many have been left stunned by the hefty price tag, with some even suggesting that only tourists would consider purchasing it. The debate over the jacket’s value has highlighted a divide between the shop’s local regulars and the visitors who flock to this beloved East London institution.
Customers who have visited Beigal Bake for years were particularly shocked by the jacket’s price, with many expecting it to fall within the £30-£50 range. Joe Bassoni, a 34-year-old from Reading, summed up the sentiment of many when he told MailOnline, “It’s too much. I guess it’s famous, but does anyone buy it? I don’t like it.” Bassoni, like others, admitted he might spend £145 on a special gift but drew the line at the jacket. Similarly, Eleanora, a 34-year-old visitor from Switzerland, acknowledged the jacket’s appeal but admitted, “No, I wouldn’t buy it for this price. It’s too high, but some people might like it. If someone loves these bagels, it might be a nice present.” Her comments reflect a broader consensus: while the jacket might appeal to die-hard fans, its price feels out of touch with the shop’s reputation for affordable, high-quality food.
The jacket’s high price has also raised questions about its target audience. Christina Catalina, a producer in her 40s, pointed out that tourists are more likely to shell out for the jacket. “I think with the right marketing and vibe, you can make people buy anything,” she said, adding that impulse buying is common among tourists, especially when they’re in a foreign country and less likely to return items. However, Catalina made it clear that she herself wouldn’t spend that kind of money, saying, “I come to Beigal Bake because I love the food and because it’s cheap. I don’t come here to spend a lot of money.” Her comments echo the sentiments of many locals who cherish the shop for its affordable, authentic bagels and see the jacket as a departure from its core values.
Despite the backlash, some customers have expressed support for the jacket’s design, even if they wouldn’t pay £145 for it. Gabriel Stewart, a 27-year-old from Hackney, said, “I like it, and I’d definitely wear it,” but admitted he’s not the type to spend over £100 on clothing. Others, like Eranga Abeysunbera, a 29-year-old NHS worker from Hendon, said they might consider the jacket “depending on the quality.” This nuanced response highlights that while the price is a significant barrier for many, the jacket’s appeal isn’t entirely lost on everyone.
The mixed reactions to the jacket have also sparked a broader conversation about the intersection of food, fashion, and branding. Beigal Bake, which has been a Brick Lane staple since 1974, has built its reputation on serving traditional, hand-rolled bagels at affordable prices. The shop’s decision to venture into high-end merchandise reflects a growing trend among beloved food establishments to diversify their offerings and capitalize on their loyal customer base. However, as some customers have pointed out, this strategy risks alienating the very people who have supported the shop for decades.
In conclusion, Beigal Bake’s £145 jacket has become a lightning rod for debate, with customers weighing in on everything from its design to its price tag. While some see it as a stylish souvenir for tourists or a unique gift for bagel enthusiasts, others argue that it’s overpriced and out of step with the shop’s identity. Love it or hate it, the jacket has undeniably generated buzz, proving that even in the world of bagels, fashion and branding can be a powerful—and sometimes polarizing—force.
