Food brands can always be counted on to deliver at least one head-scratching apparel collection during fashion week. Earlier this year, it was Panera’s take on a baguette bag. Other times, McDonald’s golden arches have graced the runway for Moschino and Vetements.
This time, its Hellmann’s deciding to dabble in denim.
To kick off the start of the NFL season and New York Fashion Week, the Unilever-owned mayonnaise brand has teamed with New York-based upcycling brand Zero Waste Daniel to create a three-piece mayo-colored denim collection.
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The collection includes a hat, jacket and jeans, each with Hellmann’s iconic ribbon remade with monochromatic cream denim. It will launch on Sept. 8 on HouseofHellmanns.com.
“This collection represents the next chapter of Hellmann’s ambition to be synonymous with game day culture—bringing the worlds of food, football, and fashion together in one bold statement,” said Jessica Grigoriou, senior vice president of marketing, condiments, Unilever North America. “The rich and creamy texture of our mayonnaise and the fashionable texture of a creamy denim blend created the perfect opportunity to launch a first-of-its-kind denim wardrobe, designed for tastemakers and tailgaters.”
New York Football Giants linebacker, Kayvon Thibodeaux, known for his unique and fashion forward game entrances, will wear the House of Hellmann’s collection for a pre-game tunnel walk on Sunday.
“The tunnel walk is my runway and a place I get to express myself through style,” Thibodeaux said in a statement. “Teaming up with Hellmann’s and Zero Waste Daniel to design my custom fit is about challenging outdated style rules. I’ve always brought my own flavor to my game day looks, and the House of Hellmann’s denim collection is an extension of that. When it comes to style and taste, there are no rules.”
The denim collection is not a fashion-first for Hellmann’s. Last year, ahead of London Fashion Week, the brand dropped a shoulder bag with a designated pouch for a jar of mayonnaise. The bag was available in limited qualities at Dover Street Market in London.
