As well as being able to find deeply discounted produce and packaged consumer goods at No Frills, Canadian consumers will now also be able to find 'Hauler' streetwear from the discounted supermarket chain.
After being mysteriously teased on Instagram, Hauler is introducing itself to the world as a five-piece capsule collection, with items available for purchase like t-shirts, long-sleeve shirts and sweatshirts. Just as No Frills is known for its pared-back yellow branding, Hauler boasts simple style, banana graphics and obscure text that reads "thank you for hauling." Consumers are being encouraged to share their "No Frills Hauls" with the #HaulHard hashtag and #Hauler to show off their merch.
Over the past few years, fast food chains, snack brands and restaurants alike have released their own unique clothing and accessory lines, helping to transition food- or beverage-centric brands into lifestyle territory.