SHEIN partners hot sauce brand Sriracha to celebrate AAPI Heritage Month

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Chinese fast fashion giant SHEIN has partnered with Sriracha, Huy Fong Foods’s hot chili sauce, in celebration of Asian American and Pacific Islander (AAPI) Heritage Month.

AAPI Heritage Month, an observance passed by Congress since 1990, is meant to acknowledge the history of Asian immigrants and their lengthy contributions as workers to American society.

Developed exclusively by seven Asian artists under SHEIN’s flagship incubator programme SHEIN X, this limited-edition collection allows customers to reinterpret the iconic hot sauce in unique designs across a range of apparel, homeware, and even phone cases.

In a conversation with MARKETING-INTERACTIVE, SHEIN said it is proud to highlight the vibrant creatives and culture of the AANHPI communities.

"Through the newly announced SHEIN X Sriracha collection, which is available worldwide, we are featuring designs from seven independent artists who are part of the SHEIN X designer incubator programme."

Furthermore, SHEIN will be donating to The Asian American Foundation (TAAF) to further their mission of uplifting and supporting the AAPI community. The SHEIN X Sriracha collection may be purchased via SHEIN’s website or the SHEIN app.

One of the seven designers spotlighted in this collaboration is Thai graphic designer Adele, who specialises in creating bold and colourful designs. "The feedback from our customers has been really positive, which encourages us to bring more of such collaborations to life," SHEIN said.

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From only seven designers when the programme launched in January 2021, the SHEIN X Designer incubator programme has grown to more than 4,600 designers and artists from around the world, launching more than 41,000 original creations, according to the release.

After facing countless allegations of ripping off designs from budding designers, global fashion e-retailer, SHEIN announced its plans to onboard an additional 1,000 aspiring designers and artists to join its flagship incubator programme, SHEIN X earlier last year.

The SHEIN X incubator programme guides designers through the end-to-end process, from product development, manufacturing, to marketing and supply chain logistics.

Newly onboarded SHEIN X designers are offered opportunities to collaborate with designers, participate in exclusive events, as well as travel the world on global exchanges. SHEIN partnered with the Graduate Fashion Foundation to support the SHEIN X fashion design competition where emerging designers competed for spots that were featured in the SHEIN X Fashion Show in Paris in June 2023.

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