Auntie Anne’s celebrates 30th birthday with launch of pretzel-themed clothing line
Pretzel fans can celebrate this year’s National Pretzel Day in style thanks to Auntie Anne’s.
The soft pretzel purveyor and shopping mall staple is celebrating its 30th birthday with a line of pretzel-themed apparel that can be purchased online. Fans can shop the collection just in time for National Pretzel Day on April 26.
All profits from the collection will be donated to Alex’s Lemonade Stand Foundation, a national childhood cancer nonprofit. According to Auntie Anne’s, the brand has raised more than $3.7m for the nonprofit since 2011.
The brand enlisted the help of six designers to bring the clothing and accessories line to life. Shoppers who peruse the site will find an array of various pretzel-themed items, like t-shirts, blankets, mugs, phone cases, pants, water bottles and shower curtains.
“Over the last 30 years, we’ve established deep connections with our loyal fans worldwide,” said Heather Neary, president of Auntie Anne’s, in a statement. “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. This is going to be a ton of fun for a great cause.”
Auntie Anne’s marks the latest brand to test the fashion waters. Earlier this month, Starburst rolled out a pink merch line to celebrate the return of its all-pink bags, and Jolly Rancher came out with its own line of jewelry for Valentine’s Day this year.