As outdated rules like “no white after Labor Day” fade away, Hellmann’s is bringing fresh taste and style to football season with a new playbook where food, football and fashion collide. To kick off the first week of the season and the biggest week in fashion, Hellmann’s Mayonnaise is introducing House of Hellmann’s: an all-denim fashion collection that lends itself to making bold fashion statements both on and off the field.
The House of Hellmann’s collection features a three-piece denim set—a hat, jacket and pants—each featuring motifs inspired by Hellmann’s iconic ribbon and crafted in the signature creamy Hellmann’s hue fans know and love.
“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, SVP 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.”
The collection will debut where fashion meets football: the pre-game tunnel walk. New York Football Giants linebacker, Kayvon Thibodeaux, known for his unique and fashion forward game entrances, will unveil a custom House of Hellmann’s look, designed by Zero Waste Daniel and styled by fashion stylist, Kyle Smith.
“The tunnel walk is my runway and a place I get to express myself through style,” said Thibodeaux. “Teaming up with Hellmann’s and Zero Waste Daniel to design my custom fit is about challenging outdated style rules.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.”
