TORONTO — Barilla, Italy’s number-1 brand of pasta, and respected Italian genius fashion brand, Parasuco, have teamed up to launch a limited-drop clothing capsule titled, MODA (Italian for fashion). This capsule was inspired by the rich heritage and culture of both brands and features a pasta-themed ballcap, t-shirt and hoodie in the new Barilla blue and DAL 1877 logo. This is the first time in 25 years that Barilla is updating its logo and packaging.
This exclusive collection celebrates the re-invented packaging that rolled out across Canadian retailers earlier this year, just in time for Barilla’s 145th anniversary. The 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 until September 18. In addition, one grand-prize winner will also receive a $1,000 Parasuco gift card and a one-year supply of Barilla 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 easy to measure.
“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.”
“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.”
