One of the greatest things about Dutch culture? An unshakeable devotion to mayonnaise. While the rest of the world settles for ketchup or BBQ sauce, the Dutch know better, and they’re not afraid to show it. Now, this appreciation is reaching new heights with a collaboration between Amsterdam-based loungewear brand Pockies and Zaanse, one of the Netherlands’ most iconic mayonnaise producers with decades of craftsmanship behind it.
Together, they’ve created Mayeau de Naise: a luxurious spicy garlic mayonnaise that blurs the line between cuisine and couture. Housed in a minimalist, elegant tube that evokes marble salons and candlelit soirées, the packaging features Zaanse’s iconic red cap reimagined with gold accents, a nod to its fashion-forward positioning. This isn’t just a condiment; it’s a conceptual crossover, a playful commentary on luxury, desire, and everyday indulgence.
For the launch, Pockies has temporarily rebranded itself as La Maison Pockies, channeling the visual language of French fashion houses and haute parfumerie. The stunning campaign, directed by Suzanne Koopstra, starring model Ami Keita, and styled by Benjamin Aerts, embodies Pockies’ vision of elevated comfort. It mirrors classic perfume advertisements with refined aesthetics and subtle irony, because why shouldn’t mayonnaise get the couture treatment?
With this collaboration, Pockies expands its universe beyond its beloved boxer shorts with pockets, venturing into products that define lifestyle while staying true to its signature philosophy: Couch Couture, where comfort meets humor and design. Meanwhile, Zaanse brings authenticity and quality to the concept, ensuring this tongue-in-cheek luxury object delivers on flavor just as much as it does on vision.
Who would’ve thought the most interesting and enticing collaboration of 2026 would be a condiment? Yet here we are. Mayeau de Naise is a limited edition release, and if you’re a mayonnaise aficionado like us, you can grab it through the Pockies webshop and select fashion-forward retailers.
