by Suman Gupta
• The collection blends Lay’s® playful energy with HUEMN’s edgy style, offering consumers the best of both worlds
• From ‘teaser’ to ‘treasure’, the collection was launched in a fun and playful manner by creating special customized Lay’s® packs with the HUEMN merchandise hidden as an element of surprise
New Delhi, September 2024: In an exciting new partnership, Lay’s® has teamed up with the iconic Indian fashion label HUEMN to launch an exclusive, limited-edition merchandise collection. Both brands, renowned for their creativity and vibrant energy, are coming together to offer a fresh and bold take on fashion. Inspired by Lay’s® beloved and iconic colours, this collection blends playful design with a vivid palette that celebrates the essence of both brands.
Lay’s®, a brand that spreads joy through innovative offerings and irresistible flavours, now extends its playful spirit to fashion. HUEMN, known for its iconic, handcrafted pieces, blends artistry with bold expression. This collaboration offers a one-of-a-kind experience, combining the thrill of discovery with high-end style, reflecting both brands’ commitment to creating moments that resonate with today’s cultural pulse.
The collaboration between Lay’s® and HUEMN is as exciting as the launch itself. Imagine your next bag of Lay’s offering more than just a snack—what if you could discover a piece of HUEMN merchandise inside? Consumers have a chance to get lucky* and find HUEMN merchandise adding joy to their snacking!
Lay’s® broke the news with a teaser that ignited curiosity among Lay’s fans and evolved into an immersive experience. Lay’s® also transformed a department store’s Lay’s® aisle into a thrilling, interactive treasure hunt. Loyal customers and ‘Friends of Lay’s®’ were handpicked through social listening to identify true Lay’s® enthusiasts. These selected individuals received golden tickets, granting them the chance* to choose their favourite Lay’s® packs, some of which contained exclusive HUEMN merchandise hidden like a fashionable treasure. This innovative launch, combining the thrill of a hunt with the surprise of high-end fashion, created an unforgettable experience for Lay’s® fans, who eagerly shared their discoveries and celebrated this unique partnership.
Expressing her delight on this association, Saumya Rathor, Category Lead – Potato Chips, PepsiCo India said “At Lay’s®, we’re always looking for innovative ways to bring joy to our consumers, and our collaboration with HUEMN is a perfect example of that. By drawing inspiration from Lay’s® vibrant colors, we’ve created a unique merchandise collection that speaks directly to our Lay’s® fandom. For the launch, we’ve introduced an element of surprise, transforming the simple act of snacking into an exciting treasure hunt. Partnering with HUEMN, we are delivering an experience that goes beyond traditional snacking. We can’t wait for our fans to discover these limited-edition pieces and make them a part of their everyday style.”
Speaking on this Pranav Misra, Co-Founder, HUEMN said “As a brand, HUEMN has always championed wearable art that speaks to individualism and creativity. Inspired by the massive fandom surrounding Lay’s®, this partnership is a celebration of the love and connection people have with their favourite potato chips. It’s about bringing the world of Lay’s® and HUEMN together, offering the community a chance to wear something that represents both comfort and the joy of snacking. Creating this together with an iconic brand like Lay’s® has been an incredible experience for all of us. We’re excited to see our communities embracing this unique association.”
“Lay’s is a brand that is part of culture and now with the HUEMN partnership we will be a part of pop-culture. This is a great example of how we believe partnerships can create magic.” said Rajdeepak Das, CCO Publicis Groupe South Asia and Chairman Leo Burnett South Asia.
The exclusive merchandise features classic sweatshirts, t-shirts and bodysuits adorned with playful Lay’s® prints, offering a cool, visual appeal that showcases Lay’s® iconic branding. Each piece is crafted with high-quality materials, making them fun, comfortable, and perfect for the colder months approaching. The merchandise will be sold at HUEMN stores and http://HUEMN.in, starting today.
About Huemn: HUEMN (pronounced: human) is a ready-to-wear fashion label that is homegrown in India. With a product line of contemporary, handcrafted, unisex clothing, the label creates relevant fashion that is informed by the social, political, cultural landscapes of our times. HUEMN has won multiple accolades for their work including the Vogue India Fashion Fund 2017 and Vogue Forces of Fashion 2023 winner, Elle style awards; consecutive GQ style lists and Grazia most influential; and also the Elle Award for Luxe daywear for being one of the first labels worldwide to introduce athleisure. HUEMN won the Vogue Talents award 2019 and went on to showcase its SS19 in Milan, supported by Vogue Italia. Appreciated by Fashion giants like Hypebeast, HUEMN is written about in WGSN SS’19 forecast as one of four ‘mass global influencers of the future’; HUEMN was also a part of CII’s core group task force for luxury, representing the Indian fashion industry in the year 2018 and 2019. HUEMN’s biggest influence is the human mind and the power it wields, and also How it provokes the evolution of our culture and communities. The visual language has always been provocative and an effort to understand the desires of the customers and to educate the masses with an idea of whose time has come. Hence, over the years HUEMN was a part of multiple campaigns and collaborations.
Visithttp://www.huemn.in and follow on https://www.instagram.com/_huemn/.
