If you've landed here, chances are you're familiar with that special kind of craving — the earthy, chalky, crunchy, sometimes smoky, deeply satisfying kind. Whether it’s slate, clay, soil, or chalk, if you know, you know.
But with those cravings often comes secrecy. Quiet crunches behind closed doors. Private stash drawers. A fear of being misunderstood. And that’s exactly why we created Pica Pride.
So… What Is Pica?
Pica is a term used to describe cravings for non-food substances — things like clay, chalk, soil, and even ice or paper. In the world of cravings, those of us who enjoy earthy textures and crunch are part of a very real, very valid experience, often connected to sensory needs, mineral deficiencies, or simply comfort.
And while there’s growing awareness around pica and geophagy (eating earthy substances like clay), it’s still something many people keep quiet about — and understandably so.
Introducing: Pica Pride
Pica Pride is our way of flipping the script.
It’s about turning shame into celebration.
Curiosity into connection.
And cravings into community.
Whether you’re out and open about your habits, or you’ve only shared them with your closest circle (or just your wooden spoon!), Pica Pride is about honouring that part of yourself.
Who Is It For?
-
People who crunch clay or chalk in secret and finally want to feel seen
-
ASMR creators and CrunchTok fans who make content for the community
-
Collectors of beautiful earthy textures who want to rep their hobby
-
Anyone who has ever felt “weird” for loving what they love
-
And especially those who are ready to say:
“This is me, and I’m proud of it.”
What's In the Pica Pride Range?
We’ve designed a range of merch that lets you wear your cravings with confidence:
🧥 Soft Hoodies – For late-night scrolls, editing ASMR clips, or just lounging with your stash.
👕 T-Shirts – With playful, bold statements like “Crunch, Don’t Judge” or “Pica Proud.”
☕ Mugs – Because that clay water or tea deserves a worthy vessel.
🎒 Stash Bags & Accessories – Discreet, cute, and functional.
🧷 Stickers & Pins – Perfect for laptops, jars, notebooks, or wherever you crunch.
Everything is printed and shipped via eco-conscious partners (because being crunchy should also be kind to the earth 🌍).
Why We Made It
For a long time, I only shared my cravings with a few close family members. My partner knows, my siblings get it, but outside that? Not so much. I once joked about eating plaster wall with a friend and their face said it all — pure disbelief.
That moment stuck with me. It reminded me how misunderstood pica can be, but also how comforting it is to find people who do get it. People who don’t flinch. People who crunch.
That’s what Pica Pride is about: making those people easier to find.
Be Proud. Be Crunchy. Be You.
Whether you’re here for the texture, the taste, the tingle, or the community — you’re welcome.
You’re valid.
And you deserve to celebrate what brings you comfort.
Check out the full Pica Pride range [here] (insert your link), and wear your cravings with pride.
Crunch with confidence,
🧡 Earthy Crunch UK
0 comments