Heinz has launched a thrifted fashion line that features tomato sauce stains in partnership with thredUp. The line features 157 designer pieces and is exclusive to thredUp - one of the world's largest online resale platforms.
"While HEINZ is recognized globally for its iconic glass bottle, keystone and slow-pouring ketchup, we saw an opportunity to view the stain we've been leaving on clothes as another iconic brand symbol and change the narrative from a stain to a statement. This collection is about sustainably celebrating the character HEINZ ketchup stains add to apparel, inviting our fans to embrace a new iconic symbol," said Alyssa Cicero, Brand Manager, Brand Communications, Heinz.
The range comes as thredUP's Resale Report found that 62 percent of Gen Z and Millenials look for an item second-hand before purchasing new. The global second-hand apparel market is expected to grow by 127 percent in the next four years.
"We're thrilled to partner with an iconic brand like HEINZ to create the first-ever line of ketchup-stained second-hand clothes, celebrating reuse. This collection offers a unique way for fashion risk-takers and food lovers alike to participate in the circular economy while doing good for people and the planet. We hope it makes a splash… err… drip," said Erin Wallace, VP of Integrated Marketing, thredUP.
