Hellmann's Launches House of Hellmann's, a denim collection that blends texture and taste, bringing fashion and flavor to the field

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Sep 03, 2025, 09:00 ET

Inspired by tunnel walk fashion, Hellmann's first-ever fashion collection, designed by Streetwear Designer Zero Waste Daniel, puts a fresh spin on 'no white after Labor Day' rule

HOBOKEN, N.J., Sept. 3, 2025 /PRNewswire/ -- As outdated rules like 'no white after Labor Day' fade away, Hellmann's is bringing fresh taste and style to football season with a new playbook where food, football and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.

Hellmann's unveils 'House of Hellmann's,' an all-denim collection challenging the outdated fashion rule: no wearing white after Labor Day.

New York Football Giants linebacker, Kayvon Thibodeaux, sports his custom House of Hellmann's look designed in collaboration with Zero Waste Daniel and styled by the league's fashion editor and stylist, Kyle Smith.

On September 7, Kayvon Thibodeaux will show off his custom House of Hellmann's look during Sunday night's pre-game tunnel walk.

The House of Hellmann's collection includes three signature pieces – a denim hat, jacket and pants - all adorned with monochrome ribbon and bow motifs celebrating the iconic Hellmann's logo.

Kayvon Thibodeaux, New York Giants Football linebacker, teams up with Hellmann's in a food-meets-fashion and football collaboration challenging the rules of the runway.

The House of Hellmann's collection is available for purchase on Monday, Sept. 8 beginning at 12 PM ET.

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, Senior Vice President of Marketing, Condiments, Unilever North America. "The rich & 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 Kayvon 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."

The House of Hellmann's collection drops Monday, September 8 at 12 PM ET via HouseofHellmanns.com. So, whether you're whipping up Buffalo Chicken Dip or refreshing your fall wardrobe, Hellmann's is helping fans dress tastefully all season long. Find signature recipes and more at Hellmanns.com.

About Unilever in North America

Unilever is one of the world's leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Foods and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €60.8 billion in 2024. Our leading brands in North America include Dove, Hellmann's, Vaseline, Degree, Axe, TRESemmé, Knorr, Magnum, Ben & Jerry's, Nutrafol, Liquid I.V., Paula's Choice, and Dermalogica.

For more information on Unilever U.S. and its brands visit: www.unileverusa.com

For more information on Unilever Canada and its brands visit: www.unilever.ca

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SOURCE Hellmann's