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