A&W's New Designer Merch Line Ranges from $45 to $715

Like a growing number of restaurants before it, A&W is diving into the stylish swag business, dropping a clothing and accessories line inspired by one of its most popular menu items: fried curds made from Wisconsin cheese. But the brand—perhaps best known for its frosty root beer and old-school dining experience—is forging a pricey new made-in-America, artist-driven path in this exploding space of branded merch. The chain has partnered with homegrown designers and manufacturers for custom-made one-of-a-kind items like embellished Thorogood leather work boots and hand-stitched baseball caps that nod to A&W’s 100-year history while taking cues from urban contemporary streetwear. Costs range from $45 for a knitted scarf to $500 for a wool varsity jacket to $715 for the marquee item, the bedazzled boots, size 11. In other words, this is not the typical tank top and bucket hat program that flooded the market this summer, but rather “the ultimate in exclusivity” served with a playful wink, according to Liz Bazner, A&W’s senior director of marketing. “People don’t expect this from us,” Bazner told Adweek. “It’s really coming out of left field.” Products are being sold at A&W’s cost, with the break-even program intended as a brand builder rather than a money maker. Savant Studios and Henry Dry Goods, for instance, created an insulated fanny pack for carrying hot cheese curds on the go. It retails for $350, which is the amount A&W paid the creative collaborators. Participating artists have strong ties to the South and Midwest, where A&W’s locations are heavily concentrated. Their influences range from hot rod culture, a longtime A&W touch point, to Wisconsin dairy farms. Working with Kentucky-based agency Coomer on the project, A&W even took a Vogue-esque editorial approach to photographing and presenting the line, with glossy shots reminiscent of Ralph Lauren and other high-style brands. “We have these gorgeous models in the countryside of Kentucky against a golden hour backdrop,” Bazner said. “It has almost an ethereal feel. And the fact that it’s all centered around fried cheese, well, that made us laugh.” The aesthetically lovely pictures may set the tone, but they also offer a peek into the strategy behind the program, she said. A&W will be using the merchandise line to plant its flag in fall, which officially begins today. The chain is calling it “cheddar weather” instead of “sweater weather,” aiming to establish an annual event and follow-up to "hot girl summer." “What if we tried to own a season,” Bazner said, “and give our fans something to look forward to year after year?” A&W, which also still works with creative agency of record Cornett, wanted to re-connect with consumers after 2020’s pandemic shut down its well-trafficked dining rooms. And speaking of lockdown, the brand needed an internal boost for its own employees and agency partners after so many months of dealing with the pandemic, which partially explains why it's launching a swag line that's not meant to be taken too seriously. (Note: there are a few affordable merch items available outside the bespoke line, too, including $25 baseball-style t-shirts and $45 beanies, which can be manufactured at scale, depending on consumer response.) A&W has dabbled in merchandise before, including a Valentine’s Day line centered around its chicken tenders. There were body pillows, groovy retro posters and lip gloss (not-so-secret ingredient: fryer grease) using a “make chicken tender love not chicken sandwich war” theme. And as Bazner pointed out, the chain has hawked its glass root beer mugs from its earliest days, issuing collector versions each year. The brand has set up a Shopify page to sell the new apparel and accessories, planning to send some of the scarves to meteorologists at local news stations in hopes of getting air time. Bazner’s team will also promote on social and digital media, via the fan email list and the company website. “We see it as a way for fans to interact with our brand,” Bazner said, “and if it can bring them a little bit of joy, even better.” Arby's Joins the Summer Swag Parade With a Meat-Themed Clothing Collection

Fashion News

Would You Pay $715 for A&W Apparel? The Chain's New Swag Takes Brand Merch to a New Level

Varsity jackets and Thorogood boots come at designer prices as the brand seeks to own 'cheddar weather'

T.L. Stanley

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T.L. Stanley