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08/30/2022

Heinz targets eco-conscious gen Z, millennial consumers with thrifted clothing collab

Each item in the Vintage Drip collection features a unique ketchup stain
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kraft heinz vintage drip
Photography courtesy Kraft Heinz Canada

Heinz (The Kraft Heinz Company) has partnered with online fashion resale platform thredUP on a collection of thrifted clothing stained with the brand's ketchup.

The Heinz Vintage Drip collection comprises 157 secondhand streetwear and designer pieces, each featuring a unique smear of the condiment, ranging in size from XXS to XXL. 

With 100% of the proceeds going to international non-profit Rise Against Hunger, the first drop is available on thredUP today (August 30). A second release is slated for September 12.

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heinz vintage drip collection
Photography courtesy Kraft Heinz Canada

"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," Alyssa Cicero, brand manager, brand communications, Heinz, said in 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."

The collection comes at a time when demand for thrifted clothing is at an all-time high among eco-conscious gen Z and millennial consumers. ThredUP's 2022 Resale Report found that 62% of gen Z and millennials say they look for an item secondhand before purchasing it new.