What’s Happening: Lay’s x HUEMN Creates A Limited-Edition Collection

By Suhani Lotlikar

Lay’s, the much-loved household chips brand, has ventured into the world of fashion with an unexpected yet thrilling collaboration with HUEMN, one of India’s leading fashion label. This limited-edition collection is not just another brand crossover; it’s a fusion of snacking joy and high-fashion flair, crafted for those who love to make a statement. Lay’s, that is owned by beverage and food giant PepsiCo India, has focused on create a joyful experience for their customers.

The Lay’s x HUEMN collection features sweatshirts, tees and bodysuits, each adorned with iconic Lay’s prints that scream individuality and boldness. These pieces are being marketed as wearable art that captures the vibrant energy of the brand’s innovative approach while embodying HUEMN’s avant-garde aesthetic. The collaboration extends beyond merchandise to offer a ‘inside the packet’ surprise for lucky customers. Imagine grabbing your favourite bag of chips and finding an exclusive HUEMN piece inside.

To generate buzz, Lay’s launched a teaser campaign that had fans of the snack buzzing with anticipation. The launch reached its peak when Lay’s turned a department store aisle into an interactive playground. Handpicked Lay’s loyalists, identified through keen social listening, were invited to participate in this unique event. These lucky fans were given the chance to pick Lay’s packs, some of which contained hidden HUEMN treasures, making this launch as memorable as it is stylish.

Saumya Rathor, Category Lead – Potato Chips at PepsiCo India, couldn’t be more thrilled with the partnership, describing it as a perfect blend of Lay’s vibrant identity with HUEMN’s cutting-edge design. Pranav Misra, co-Founder of HUEMN, reflected on the collaboration as a celebration of the deep connection fans have with Lay’s, offering them a new way to express their love through fashion.

Check out the Lay’s x HUEMN collection, now available at HUEMN stores and online at Huemn.in.