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.