There are many ways to celebrate a 30th birthday, and Auntie Annie’s — purveyor of hot pretzels at malls nationwide — has decided that instead of an ill-conceived tattoo or a wild new haircut, the company will instead be releasing a clothing line all their own.
Pretzel-themed, of course.
The line will also come complete with yoga bag, mugs and other accessories — just in time for National Pretzel Day (which technically was yesterday, April 26, but really, isn’t it always pretzel day in our hearts?).
The line will be called “For the Love of Pretzels,” and prices are fairly conservative: A mug is $13, while a fitted tee runs for $20.
If you’re saying to yourself, “Sure, I want a pretzel-themed yoga bag, but do I need one?” take comfort in knowing that the profits for your purchase will be going to a good cause. Auntie Anne’s plans to donate all proceeds to its national charitable partner, Alex’s Lemonade Stand Foundation, which supports childhood cancer victims.
“Over the last 30 years, we’ve established deep connections with our loyal fans worldwide. Now, for the first time, those fans can showcase their love for Auntie Anne’s by wearing our clothing, while also contributing to the fight against childhood cancer,” Auntie Anne’s President Heather Neary said in a statement, adding that the line will be “a ton of fun for a great cause.”
The pretzel schwag comes care of a series of collaborations with artists to bring the entire themed line of goods to life for consumers. Mike Perry Studio designed a hand-painted fanny pack that will only be available through a giveaway on social media. There’s also “A Twisted Day” print by graphic designer and illustrator Daniel Allen Stevens.
Auntie Annie’s now joins Starburst, Taco Bell, KFC and Trolli in the illustrious list of food brands that have gone to the next level with their marketing and embraced fashion.
Yum.
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