Barilla makes a fashion statement with Parasuco

Pasta brand Barilla is the latest brand to jump into fashion with limited-drop clothing created with Italian fashion brand Parasuco.

The MODA capsule includes a pasta-themed ballcap,T-shirt and hoodie, all in Barilla’s blue brand colour, along with the new DAL 1877 (since 1877) logo to commemorate Barilla’s 145 year anniversary. Barilla also updated its packaging earlier this year as part of the celebration.

The clothing is only being given away through a daily “spin-the-wheel” contest online through Sept. 18. A grand prize winner will get a $1,000 Parasuco gift card, and a one-year supply of Barilla pasta.

Fashion from food brands has become a bit of a trend in Canadian marketing the past few years, with Tim Hortons, McCain, and Heinz among the brands to release clothing drops.

“In recent years, especially since the pandemic and work from home life, we have noticed an increased demand for more comfortable and casual lifestyle clothing,” said Salvatore Parasuco, president of Parasuco Jeans Inc. in a release. “We believe that the MODA capsule… celebrates both our Italian roots, and an obsession for perfection, while giving consumers premium yet accessible items they can wear and enjoy while cooking pasta at home.”

“Through the collaboration of our two brands, we can give Canadians a taste of two core pieces of Italian culture—food and fashion—while partnering with a company that shares similar values of craftsmanship, premium quality, and authenticity,” added Gino Rulli, vice-president and GM of Barilla Canada.

David Brown