After Prime Minister Narendra Modi announced his ambitious blanket ban on single-use plastic on 2nd October, his campaign has been receiving various contributions from the nation. While Bangla Sahib Gurudwara decided to swing into action by banning the use everything made of plastic in the premises, a famous beverage MNC too plunged into action. PepsiCo, is making its entry into the fashion arena by launching a denim clothing line in collaboration with indigenous ready-to-wear label HUEMN, launching at FDCI's upcoming Lotus India Fashion Week SS20.
The main highlight of the collection and the fact that makes it stand out is that all denim fabric used in the collection is made using recycled plastic, which stands in line with its 'Winning with Purpose' vision which aims to build a world where plastics never become waste.
This unique collection is curated by the designer pair of Pranav Misra and Shyma Shetty which is an extension of part of the beverage MNCs eHar Ghoont Mein Swag' campaign and will be unveiled at the Pepsi x HUEMN runway show at FDCI's Lotus India Fashion Week on October 9.
Speaking about the collection, Tarun Bhagat, Director-Marketing, PepsiCo said, "It is a brand which has always resonated with the voice of today's generation. Fashion has always been an important way of self-expression for Indian youth and our foray into the world of fashion is a step to celebrate this self-expression. This collection reflects the cool attitude and swag of the youth. We are very excited to launch the collection at the upcoming India Fashion Week and are confident that it will find its way into the hearts and closets of India's youth very soon."
The HUEMN co-founder expressed her excitement while saying, "We are thrilled to be playing with the iconography of a legacy brand such as Pepsi. The collection is an amalgamation of the ethos of both brands and an effort to bring both our audiences together, with an inclusive and fresh product line driven by both- popular culture and cutting edge fashion."
India would phase out single-use plastics by 2022, Prime Minister Narendra Modi announced at the Sabarmati river front in Ahmedabad on October 2, 2019. A blanket ban though would not take place, contrary to expectations that were raised after the prime minister’s mention of single-use plastics on August 15. Then, he had asked the people of India to free the country from single-use plastics and also said a significant announcement to this effect would be made on October 2, the 150th birth anniversary of Mahatma Gandhi.