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The self-proclaimed “first chic tinned fish company” in America has enjoyed several notable collaborations, including with Lisa Bühler’s eponymous fashion label Lisa Says Gah, contemporary ceramic dinnerware brand East Fork Pottery and the woman-owned craft beer brand Talea.

California designer Lisa Says Gah peddles an entirely tapas-themed collection with dresses, shirts and pants patterned with prawns, cheese, wine and olives.

We meet farmer Niamatullah Dilsoz in the Marjah district - south of Helmand's capital, Lashkar Gah - while he is harvesting wheat.

"Or a dollop on a clam with bread crumbs? Or Steamed mussels? Gah."

Other designers, like Lisa Says Gah and Susan Alexandra, have drawn attention for their food-themed fashion.