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Stained for sustainability: Heinz has teamed up with vintage fashion retailer Thread Up to save the world from fast fashion.
In a scene from Zoolander, a model walks down a city street, vintage couture clean but with red paint on her left shoulder – it’s tomato sauce, and it’s there on purpose.
Is it Indecent 2.0? No, it’s Heinz.
According to UK tabloid Daily Mail, the UK condiment – and bean – brand has teamed up with an American fashion resale brand to sell dirty clothes as a fashion statement rather than poor table manners.
A “fashion collection” consisting of 157 second-hand clothes, including high fashion and streetwear, each “tainted” with red sauce to celebrate the awesomeness of spilling your tea on something you paid a lot of money for.
Read more:
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* Fast fashion is ‘evil and immoral’ – here’s how some designers want to change that
* Dunedin: Guide to New Zealand’s Most Fashionable City
* The five best tomato soups
Heinz spokeswoman Alyssa Cicero told the Mail: “We saw an opportunity to see the stain on clothing as another iconic brand and change the narrative from dirt to statement.
Submitted by ThreadUp
Heinz means stains… and splotches, and responsible fashion.
The clothes are sold through Thread Up, and include pre-loved t-shirts by designers Hilfiger, Gucci and Michael Kors, as well as a white ribbed gauche dress by Yves Saint Laurent.
Fast fashion – low-quality, high-volume clothes sold at low prices – was branded “evil and immoral” by Kiwi designer Kate Sylvester last year.
According to Thred Up, buying second hand can offset the environmental impact of the fast fashion industry by around 454,000 tonnes of CO2e annually.
So, will you be rocking the contaminated top for the environment?
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