Hellmann’s Launches Game Day Denim with Zero Waste Daniel and Kayvon Thibodeaux

An unconventional collaboration kicks off football season blending classic style creamy motifs and the challenge to outdated fashion rules. Hellmann’s Mayonnaise is rewriting the playbook on “no white after Labor Day”—launching its first-ever fashion collection in collaboration with upcycled design champion Zero Waste Daniel and NFL linebacker Kayvon Thibodeaux. The ‘House of Hellmann’s’ all-denim wardrobe arrives just in time for football season and Fashion Week, inviting fans, tailgaters, and tastemakers to show up bold on and off the field.

The Creamy Denim Statement: Details and Debut

The House of Hellmann’s collection centres on a three-piece set—denim hat, jacket, and pants—featuring signature Hellmann’s ribbon motifs and crafted in a creamy, off-white hue reminiscent of the brand’s iconic flavor. Designed for attitude and versatility, each piece reimagines classic game day style for the modern fan and fashion-forward crowd.

Jessica Grigoriou, Senior Vice President of Marketing, Condiments, Unilever North America, shared, “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. 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’s launch spotlights Kayvon Thibodeaux, New York Giants star and known game day style innovator, with his runway-style tunnel walk debut in a custom ensemble designed by Zero Waste Daniel and styled by Kyle Smith.

Game Day as Runway: Breaking Rules, Owning Flavor

For Thibodeaux, the pre-game tunnel is more than just an entrance—it’s a platform for self-expression. “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 “Teaming up with Hellmann‘s and Zero Waste Daniel to design my custom fit is about challenging outdated style rules.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.”

Fans can explore and purchase the collection at HouseofHellmanns.com starting Monday, September 8 at 12 PM ET, bringing creamy attitude and inventive spirit to their fall looks—whether cheering at home or making a statement out.

Blending Food, Fashion, and Fandom

Hellmann’s is extending its influence beyond the kitchen, tying together signature recipes and offbeat fashion with football culture. Whether it’s whipping up game day essentials like Buffalo Chicken Dip, updating autumn styles, or taking a stand against outdated fashion conventions, Hellmann’s ensures fans can dress—and dine—tastefully all season long. For recipes and more, visit Hellmanns.com.

This season, game day isn’t just about sports—it’s about flavor, attitude, and breaking rules with every step, swipe, and bite.