Ruffles Creates ‘RidgeWear’ Made From Its Fabric Counterpart, Corduroy
Images via WNTD Apparel and Chris Bellinger / PepsiCo Foods US
Ruffles is stepping out of the chip bag and onto your back with its latest, and perhaps most unexpected, creation: ‘RidgeWear’. The crinkled chip brand is launching a streetwear line inspired by those iconic ridges. Incidentally, the corduroy fabric just happens to share that same signature texture.
Noticing a resurgence in the textile, the Ruffles team, including its in-house D3 agency, found a perfect match for its ridged snacks. It was crunch time for the PepsiCo and Frito-Lay-owned company, so it partnered with rising visual artist and designer Blu Boy of WNTD Apparel to bring the delicious concept to life.
View this post on Instagram
The centerpiece—a limited-edition, potato chip-yellow varsity bomber jacket—is a cropped, retro number featuring varsity blue, red, and white details in a combination of chanille patching and corduroy stripes, a playful nod to both Ruffles’ branding and the corduroy inspiration.
Image via Matt Schaffer / Frito-Lay North America at PepsiCo
“Ruffles have ridges. So does corduroy,” comments Chris Bellinger, chief creative officer of PepsiCo Foods US. “The team proactively brought this idea to the brand without a brief and without an ask. Just a damn good idea focused on culture, the brand, and doing cool s**t.”
View this post on Instagram
While RidgeWear won’t be on sale, those eager to have a nibble will be glad to know that the brand will be revealing details about a giveaway on Instagram soon, so you can add some crinkled flair to your wardrobe.
View this post on Instagram
[via Ruffles, images via various sources]
