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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.