Vegemite Press Releases

Aussie Icon Collaborates with PJ King

30 August 2010

Aussie icon brand, Vegemite, is launching into sleepwear, today announcing a partnership with Australian pyjama king Peter Alexander.

In a first for the Vegemite brand, it will feature in the Aussie themed peteralexander range, which is set to launch during Melbourne Spring Fashion Week on 31 August 2010.

The partnership marks the first official foray into merchandise for the Vegemite brand, and according to Kraft Foods Australia/New Zealand it couldn’t be more appropriate.

Ben Wicks, General Manager of Vegemite, said: "Over the years, thousands of Vegemite spread fans have contacted us requesting we produce all sorts of Vegemite branded merchandise. When the opportunity arose to partner with peteralexander we couldn’t say no.     

"Waking up to Vegemite spread on toast in cosy pyjamas makes for a great start to the day,” said Mr Wicks.

When asked about the inspiration behind the range Peter Alexander said, “I travel the world constantly and have created collections inspired by most continents.

“But when I travel I’m actually never more thrilled than when I return home. So I have created a range that highlights why I am a proud Aussie. Taking Australian icons and giving them that peteralexander twist.

“I couldn’t have designed my Aussie collection without the support of Kraft Foods and the Vegemite brand. Eating hot Vegemite spread toast while in your peteralexander PJ’s equals perfection.

“Vegemite spread is a part of growing up an Aussie, and since my brand likes to 'put a smile on every cheek' it makes sense to partner with a brand that puts a 'rose in every cheek'.”

The range features men’s, women’s and kid’s PJ’s with a range of gorgeous styles that are synonymous with the peteralexander brand.

The Vegemite PJ’s will be available nationally through peteralexander stores and online from November 2010.