Auntie Anne's New Clothing Line is Buttery Smooth

All profits from the collection will be donated to combat childhood cancer.

By Ethan L. Johns
April 23, 2018

Image: PRNewsfoto/Auntie Anne's

Ooh that smell. Don’t you smell it? Is it baked butter? Nope—that’s the smell of custom pretzel clothes and accessories, hot off the screen presses.

Auntie Anne’s—your local shopping mall’s most fragrant food kiosk—is the latest chain to launch its very own clothing line. If you like twisted, baked and salted dough, you’re probably going to be into these designs, which come from six different artists and which are all about pretzels.

The company’s “For the Love of Pretzels” collection is available on Threadless in advance of National Pretzel Day on April 26th. The collection includes men’s, women’s and kid’s clothing, as well as apparel and accessories starting at $13.

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Designs include pretzel pugs from Huebucket, pretzel heaven from Rick Crane and a custom-painted fanny pack from Mike Perry Studio, which is only available via a social media giveaway (keep an eye on their Twitter, Facebook and Instagram accounts if you’re interested). Other products were designed by Daniel Allen Stevens, Luis Romero and Shawnimals.

If all that doesn’t leave a great taste in your mouth, maybe this will: all profits from this foray into wearables will be donated to the Alex’s Lemonade Stand Foundation, which combats childhood cancer. Auntie Anne’s first partnered with the foundation in 2011 and has so far contributed $3.7 million for its mission.

"Over the last 30 years, we've established deep connections with our loyal fans worldwide," said Auntie Anne’s president, Heather Neary, in a statement. "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. This is going to be a ton of fun for a great cause."

So if you’re obsessed with Auntie Anne’s buttery Bavarian bretzels and you haven’t spent all your money on clothing inspired by pink Starburst, ranch dressing or ketchup Doritos, do the pretzel twist and check these out before they sell out.

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About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns