TORONTO /CNW/ – Italian food and fashion are iconic – just like Barilla, Italy’s n.1 brand of pasta, and respected Italian genius fashion brand, Parasuco. To pay homage to these two Italian icons, Barilla Canada teamed up with Parasuco Jeans Inc. to launch a limited-drop clothing capsule today. Titled, MODA (Italian for fashion), the capsule was inspired by the rich heritage and culture of both brands and consists of a pasta-themed ballcap, t-shirt and hoodie. Each item sports the new Barilla blue, new DAL 1877 logo, and celebrates the reinvented packaging that rolled out across Canadian retailers earlier this year, just in time for Barilla’s 145th year anniversary.
This collaboration is the first of its kind between the brands, and the limited-edition capsule is exclusively available through a daily ‘spin-the-wheel’ instant win contest, September 1 through September 18, where Canadians have the chance to win the exclusive items, along with new Barilla Tagliatelle and Pappardelle premium pasta shapes. In addition to the chance to win items from the limited-edition every day by spinning the wheel, one grand prize winner will also receive a $1,000 Parasuco gift card, and a one-year supply of Barilla pasta.
“Barilla is thrilled to partner with Salvatore Parasuco a highly respected Italian born designer, for this exclusive pasta-inspired premium clothing capsule,” says Gino Rulli, Vice President and General Manager of Barilla Canada. “For 145 years, Barilla has been mastering the art of premium al dente pasta, while Parasuco has rocked the art of denim fashion. 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.”
Barilla’s new packaging just started rolling out across Canadian shelves earlier this year. The new look, including a new logo, celebrates the Italian heritage of Barilla DAL 1877 (since 1877) and the care it takes to produce premium quality pasta. The brand also launched new premium pasta cuts in nests, Barilla Tagliatelle and Barilla Pappardelle, to meet growing consumer demand for restaurant quality food at home that is also conveniently easy to measure (aim for 3-4 nests per person). This is the first time in 25 years that Barilla is updating its logo and packaging.
“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,” says Salvatore Parasuco, President of Parasuco Jeans Inc. “We believe that the MODA capsule, created by Parasuco and Barilla, 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. We’re confident that the high-quality that has always been synonymous with the Parasuco name will impress consumers lucky enough to get their hands on these unique pieces.”
Consumers can spin the contest wheel and try their luck EVERY DAY at instantly winning some of these limited-edition pieces can visit: www.barillamoda.ca. To be inspired with pasta recipes to make at home, they can also follow along on Instagram @barillacanada and at Facebook.com/BarillaCA.
SOURCE Barilla Canada
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