Instacart on Thursday announced a partnership with designer Anwar Carrots, founder of the streetwear fashion and accessories brand Carrots, by Anwar Carrots on a limited-edition capsule collection inspired by Instacart and Anwar’s shared love for the carrot.

The company wants to become a well-known brand, so it continues to explore a variety of options to brand its vision through advertising and services. The partnership with designer Anwar Carrots is part of a 10-year celebration.

The four-piece collection is designed for fun in the sun. It includes a tote bag, water bottle, long-sleeve tee-shirt, and bucket hat. A limited quantity of 100 will be sold exclusively via NTWRK, a North American livestream shopping platform for Gen Z and millennials, during an August 5 episode featuring Anwar on the NTWRK app. 

The limited collection celebrates Instacart’s 10th anniversary, but also to spread the word about the Instacart brand in new channels. Led by Instacart’s newly named CMO Laura Jones, and in-house marketing team, the collection is an opportunity to engage with live social shopping and drop culture, meeting younger audiences — such as Gen Z — where and how they shop today. 

Last week the company launched a Mastercard Credit Card through a partnership with JP Morgan Chase, marking its first co-branded credit card. Celebrating the launch, Instacart released a multimedia ad campaign — Genius Just Got Geniuser — created in partnership with the agency Big Spaceship. 

The 30 second spot highlights how users of the new Instacart Mastercard get 5% cash back on Instacart purchases, $200 Instacart credit, and one year free of Instacart+.

Instacart is partnering with streetwear fashion and accessories designer Anwar Carrots on a collection inspired by Instacart and Anwar’s shared love for the carrot.