Like a scene from Zoolander, the models are roaming the streets of the city. Her vintage her couture is pristine, but she has a red stain on her left shoulder. It’s tomato sauce and it’s there on purpose.

Is it Delericto 2.0? No, it’s Heinz.

According to British tabloid Daily Mail, the British condiment and bean brand has partnered with US fashion reseller brand Thread Up to bring the idea of ​​dirty clothes to more than just bad table manners. , marketed as a fashion statement.

The duo have launched a “fashion collection” featuring 157 vintage pieces, including high fashion and streetwear, each “stained” with specks of red sauce to spill tea on those who paid a lot. Celebrated iconic status. of money for.

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“We saw the stains we’ve left on our clothes as another iconic brand symbol and saw an opportunity to turn the story from a stain into a statement,” Heinz spokeswoman Alyssa Cicero said in an email.

Clothing was sold on Thread Up and included coveted t-shirts by designers like Hilfiger, Gucci and Michael Kors, as well as a white rive gauche dress by Yves Saint Laurent.

Last year, New Zealand designer Kate Sylvester called fast fashion, which sells low-quality, high-volume clothing at low prices, “evil and immoral.”

According to Thred Up, buying second-hand can offset the environmental impact of the fast fashion industry, which is equivalent to 454,000 tons of CO2e each year.

So are you rocking a dirty top for the environment?