# Upcycled QSR Fashion The A&W Thrift Store Collection is Entirely Made from Salvaged Garments By Laura McQuarrie | Published 2021-11-25 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/aw-thrift-store References: [awthriftstore](https://awthriftstore.ca/) The A&W Thrift Store collection is a new fashion line from the Canadian fast food chain that was created in partnership with Frankie Collective. By working with the [upcycled streetwear company](https://www.trendhunter.com/trends/cloveify), A&W created 470 unique designs made from recycled promotional gear. Entirely crafted from salvaged garments, all of which were ethically sourced in Canada, the available styles include pieces like matching lounge sets, t-shirts and shorts. Although many fast food brands have dropped merch collections within the last few years, [A&W Canada](https://www.trendhunter.com/trends/wildcaught-cod) held out to do it in a way that didn't feel wasteful. The sustainable features of the collection mirror the chain's commitment to making the quick service restaurant more environmentally friendly with mindful packaging choices. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 86% | Activity: 82% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Ethical Upcycling:** The A&W Thrift Store collection is a prime example of how companies can reuse discarded materials to create new products and reduce waste. - **Brand Collaboration:** Partnering with a upcycled streetwear company, such as Frankie Collective, is a way for brands to enhance their image through unique, eco-friendly products. - **Sustainable Branding:** Fast food chains can create sustainable branding by incorporating environmentally friendly practices into their merchandise, such as using recycled materials and mindful packaging. ### Who This Affects Most - **Fashion and Apparel:** The upcycling trend offers a major disruptive innovation opportunity for the fashion industry to reduce its carbon footprint and waste while creating unique and stylish pieces. - **Food and Beverage:** Sustainable branding through eco-friendly merchandising can help fast food chains improve their public perception and attract conscious consumers. - **Eco-friendly Products:** The upcycling trend is an important disruptive innovation opportunity for industries across the board to manufacture ethical and sustainable products and decrease their impact on the environment. ## Related on Trend Hunter - [QSR Collaborative Streetwear](https://www.trendhunter.com/trends/mcdonaldland-clothing-line.md) - [Collaboration QSR Merch Collections](https://www.trendhunter.com/trends/mcdonalds-x-graniph.md) - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md) - [Chicken QSR-Collaborative Streetwear](https://www.trendhunter.com/trends/aries-and-kfc.md) - [Sustainable Clothing Collections](https://www.trendhunter.com/trends/regeneration-nation.md) - [QSR-Themed Premium Jewelry](https://www.trendhunter.com/trends/litter-and-glamour-collection.md) - [QSR-Collaborative Streetwear Designs](https://www.trendhunter.com/trends/burger-king-and-fila.md) - [QSR Fashion Capsules](https://www.trendhunter.com/trends/kfc-x-boxlunch.md) - [Conscious Consumerism Apparel](https://www.trendhunter.com/trends/or-collective-and-h-project.md)