Auntie Anne’s Launches a Clothing Line for Pretzel Lovers Everywhere

All proceeds go to Alex's Lemonade Stand Foundation

The line debuts right in time for National Pretzel Day on April 26. Auntie Anne's
Headshot of Katie Richards

Auntie Anne’s turns 30 this year, and to celebrate, it created an extensive clothing and accessories line complete with shirts, yoga bags and mugs. The line also debuts right in time for National Pretzel Day on April 26.

Prices for the “For the Love of Pretzels” line are fairly reasonable; a mug costs $13, while a fitted tee runs for $20. But for those who may struggle to justify spending hard-earned money on pretzel apparel, take heart in the fact that Auntie Anne’s will donate all proceeds to its national charitable partner, Alex’s Lemonade Stand Foundation, to help support children with cancer.

“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 brand partnered with a number of artists to bring the entire collection—including roughly 50 pieces, including a shower curtain and a bath mat—to life. Mike Perry Studio designed a hand-painted fanny pack that will only be available through a giveaway on social media; graphic designer and illustrator Daniel Allen Stevens created the “A Twisted Day” print, while Rick Crane made the “Pretzel Heaven” products.

Auntie Anne’s is the latest in a string of food and candy companies to get into the merchandise business. Last week, Starburst released its line of pink Starburst inspired threads. Before that candy brand Trolli mashed up food and candy, while KFC got into clothing and home goods.

@ktjrichards Katie Richards is a staff writer for Adweek.