Supreme-branded shirts. Louis Vuitton bags. Commes des Garcons x Nike sneakers. Uncle Paulie's Deli hats. You don't rock items like these unless you wanna show off that you're a Travis Scott-level big shot.

These clout elevators are mostly found in the forms of style, sneakers, and streetwear, but would you ever imagine that kind of status play coming from hot sauce?

Rising brand Truff is creating a distinct space for themselves in the otherwise ironically bland hot sauce world by bridging together the swagger, exclusivity, and status posturing of streetwear culture with the image-conscious tendencies of the current Instagram-centric life cycle that food lives in nowadays. Seeing as how they push this narrative for the brand through unmistakable branding, presentation, and packaging, the correlation starts to make more sense through these specificities.

Truff co-founders Nick Guillen and Nick Ajluni have produced a truffle hot sauce whose flavor, consistency, and quality have been curated to create what they call "The Pinnacle of Heat Experience." That, combined with streetwear influences and a hit of impactful self-awareness, has helped turn Truff into become the "it" food brand of the moment, with plans to position itself for the long term. With some support and advice from the likes of design mogul Jon Buscemi and the founder of cultural phenomenon ComplexCon, Aaron Levant, Guillen and Ajluni have merged the high-end hot sauce with distinctive, striking, and bold branding. That combination has been eye-popping and mouthwatering enough to get organic, unsponsored co-signs from needle movers like Pusha T, Ben Baller, Ludo Lefebvre, and even Tyler Florence.

A post shared by BEN BALLER (@benballer) on Mar 3, 2018 at 9:18am PST

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