Mumbai: Lay's has partnered with the Indian fashion label HUEMN to launch a limited-edition merchandise collection. This collaboration combines Lay's vibrant colors with HUEMN's distinctive fashion design, offering a bold new take on style.
Lay's, known for its innovative products and flavors, is extending its playful spirit to fashion. HUEMN, recognised for its handcrafted pieces, merges artistry with bold expression. The collection provides a unique experience that reflects both brands' commitment to cultural relevance.
The collaboration includes a special promotion where consumers might find HUEMN merchandise inside select Lay's bags. Lay's announced the partnership with a teaser and created an interactive treasure hunt in a department store’s Lay’s aisle. Selected loyal customers, identified through social listening, received golden tickets giving them the chance to find exclusive HUEMN merchandise hidden in Lay’s packs. This initiative combined the excitement of a treasure hunt with the appeal of high-end fashion, engaging Lay's fans in a memorable way.
Expressing her delight on this association, PepsiCo India category lead - potato chips, Saumya Rathor 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 HUEMN co-founder Pranav Misra 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 Publicis Groupe South Asia CCO and Leo Burnett South Asia chairman Rajdeepak Das.
The exclusive merchandise features classic sweatshirts, t-shirts and bodysuits adorned with playful Lay's prints, offering a cool, visual appeal, that showcase 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 HUEMN.in, starting today.
