Hellmann’s Creates $1,352 Sneakers Out Of Unwanted Food Scraps
Image via CNW Group/Hellmann’s Canada
Hellmann’s has dipped its toes into footwear with one sole purpose: to make a statement about reducing food waste.
Partnering with Italian sustainable fashion brand ID. EIGHT, the mayo giant has crafted the limited-edition 1352: Refreshed Sneakers from repurposed food waste materials, clad in its signature off-white, yellow, and blue hues. Common discards like apples, grapes, corn, and even mushrooms found new life in the shoe’s construction to raise awareness about the staggering amount of food wasted globally, with the name ‘1352’ reflecting the average annual cost of wasted food per Canadian household.
Image via CNW Group/Hellmann’s Canada
“With 1352: Refreshed Sneakers we’ve created a visual representation of Canadians’ food waste, aimed at sparking conversation and challenging consumers to take small steps to reducing that CA$1,352 (US$988) amount of food that’s wasted each year,” explains Harsh Pant, senior brand manager for Hellmann’s Canada.
Image via CNW Group/Hellmann’s Canada
While the kicks are tagged at $1,352, they’re not available for purchase. Instead, Canadians had the chance to win a pair on the Hellmann’s Canada website, with the equivalent of 10 meals donated via its charity partner, Second Harvest, for every entry. The Unilever-owned mayonnaise brand also committed a guaranteed donation of CA$25,000, providing enough healthy food for a staggering 75,000 meals.
Image via CNW Group/Hellmann’s Canada
[via Just Style, Trend Hunter, Green Queen, images via CNW Group/Hellmann’s Canada]
