The Drum | Cholula To Drop Streetwear Line With LA Brand Uprisers To Celebrate New Salsas, Seasonings

The popular Mexican hot sauce brand is upping its cool factor with the new ‘La Familia’ collection, made in collaboration with Los Angeles-based streetwear label Uprisers.

Mexican hot sauce brand Cholula announced today that it’s debuting a limited edition clothing line in partnership with Uprisers, a female-founded Los Angeles streetwear brand with a mission of “telling stories of the underrepresented,” according to its website.

The collection, dubbed the ‘La Familia’ line, celebrates the brand at a time when it’s expanding its product line significantly. The brand, owned by seasonings and condiment conglomerate McCormick & Company, has only ever produced hot sauces – that is, until last month. In May, Cholula debuted a new line of taco seasonings and a new collection of salsas.

“Cholula has been known as a hot sauce household staple for over three generations. With the recent launch of salsas and taco seasonings, we’re excited to keep spicing things up with our first-ever streetwear collaboration with Uprisers,” said Valda Coryat, McCormick & Company’s North America vice-president of marketing, in a statement.

The collection includes five one-of-a-kind pieces: a ‘mercado,’ or market-style tote bag; a black hooded poncho; a red trucker hat; a holographic sticker; and an oversized tee shirt emblazoned with a ‘100 years’ slogan (likely a nod to Cholula’s claim that its hot sauces are based on a 100 year-old recipe).

Uprisers – which has partnered with other brands including Panda Express to release special-edition streetwear strops – feels that the partnership is a natural fit. “We are more than just a clothing brand; we are champions of unheard voices and untold stories,” said Michelle K. Hanabusa, the brand’s founder, in a statement.

In particular, Cholula‘s brand image, which is rooted in the history of Chapala, Jalisco, Mexico and features a female mascot in its imagery, resonated with Hanabusa. “Discovering that Cholula is one of the only hot sauce brands with an iconic female figure on their label struck a chord with me,“ she said. “In a streetwear industry largely dominated by men, this singular fact resonated deeply and why it felt important for Uprisers to collaborate with Cholula to celebrate this significant moment. It’s in the Uprisers DNA to find moments like these that can be conversational starters with our family and friends.”

The sentiment is echoed by McCormick & Company’s Coryat, who noted that the collaboration is “inspired by both brands’ cultural roots.”

She went on to say that the drop “aims to celebrate everything consumers already love about Cholula while commemorating the launch with these bold, limited-edition designs. We can’t wait to see fans show their love for Cholula in new and exciting ways – from their plate to their streetwear.”

Available starting June 28, fans can snag a ‘La Familia’ bundle, including the new Cholula Original Salsa and Cholula Original Recipe Mix taco seasoning and four of the five merch items for free, while supplies last.

Both Cholula and Uprisers are promoting the collaboration on their owned digital channels and on social media. A 30-second anthem film also spotlights the merch, depicting a young and diverse cast sporting the collection as they attend a high-energy taco night with friends.

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