Twisted: Unserious food tastes seriously good.

Heinz is releasing a collection of ‘ketchup stained’ clothes

30/08/2022

Twisted: Unserious food tastes seriously good.

Article by Joanna Sarah-Freedman

05m read

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Red sauce is a vital condiment – we honestly couldn’t imagine life without it. But until recently, wearing white clothes anywhere near a jar of tomato ketchup was a disaster waiting to happen.

Now, the folks at Heinz are looking to turn that on its head.

Launching a new collection of second hand clothes that are stained with ketchup, the brand is trying to turn the pesky ketchup stain into a fashion moment.

heinz tomato ketchup thredup

Ketchup stained t-shirt? That’s fashion, baby (Credit: Heinz Vintage Drip)

Is it a little bit bonkers? Yep, absolutely. Will the fashion houses catch on? The jury is still out. But we have to commend the folks at Heinz for trying to make the best of what was previously a bad situation.

The “a first of its kind” fashion line is available to US customers, in collaboration with thrifting website, ThredUp.

It’s set to feature 157 secondhand streetwear and designer pieces. The only thing wrong with each of them is there’s a ketchup stain.

But Heinz don’t think that’s an issue because – in their own words – “when it’s Heinz, it’s not a stain, it’s a statement.”

heinz tomato ketchup thredrup

Did stained t-shirts just become cool? (Credit: Heinz Vintage Drip)

A Heinz rep confirmed the stains all actually are Heinz, and may wash away over time.

Of course, this means that if you’re not behind Heinz’ rather bold campaign, you might be able to bag yourself a designer piece for less, in the hopes that a big of vanish will leave you without any ketchup marks.

“We saw an opportunity to view the stain we’ve been leaving on clothes as another iconic brand symbol and change the narrative,” said Alyssa Cicero, Heinz’s brand manager, of the launch.

“This collection is about sustainably celebrating the character Heinz ketchup stains add to apparel, inviting our fans to embrace a new iconic symbol.”

Meanwhile, Erin Wallace, VP of ThredUp, said: “At ThredUP, we believe every piece of clothing deserves a second life — even summer barbecue casualties.

heinz tomato ketchup thredup

Heinz’ Ketchup stained collection (Credit: ThredUp)

“We’re thrilled to partner with an iconic brand like Heinz to create the first-ever line of ketchup stained secondhand 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.”

Heinz is donating 100 percent of profits from the campaign to Rise Against Hunger, a charity working in support of global hunger relief.

The drops will only be taking place in the States, the first of which will take place on August 30th. Another launch with “more exclusive items” is being released on September 13th.

Sorry UK ketchup fans – it looks like we’ll have to stain our own t-shirts for now…

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