Auntie Anne’s Launches Its Own Clothing Line

To celebrate its 30th birthday, Auntie Anne’s is releasing a range of clothes and accessories, decorated with pretzels.

When you think of pretzels, the last thing that comes to mind is t-shirts, bags and shoes, but that’s exactly where leading pretzel retailer, Auntie Anne’s, is heading with its latest venture.

To mark its 30th birthday, which took place on April 216, and National Pretzel Day in the US, Auntie Anne’s has released a selection of clothes and accessories.

Named ‘For the Love of Pretzels’, the collection will do more than raise awareness for the dough treats. All profits from the clothing line will go to Alex’s Lemonade Stand Foundation, a charity on a mission to change the outlook for children who are diagnosed with cancer. Auntie

Anne’s partnered with the charity in September 2011 and has already raised more than $3.7million to fund childhood cancer research.

Anyone with a love for pretzels can buy t-shirts, bags and shoes featuring new graphic designs. Auntie Anne’s has enlisted the help of six designers to create the line, all of which have already earned their stripes by producing iconic designs for the brand in the past. The shoes are made by Bucketfeet, and the pretzel designs will also be available on mugs, water bottles and phone cases. Prices for the individual items start at $13.

The eclectic designs are available to buy from an online store hosted by Threadless. This website helps creatives sell their wares and enables little-known artists to become globally-recognised.

To go with the new release Auntie Anne’s ran a special offer on National Pretzel Day (April 26). Customers who signed up to My Pretzel Perks using the app were offered a free handmade classic pretzel when they bought a pretzel. My Pretzel Perks members can also look forward to a free pretzel on their own birthday.

Auntie Anne’s is a worldwide franchise, operating from more than 1,700 locations. Its treats are sold in 25 countries, in Auntie Anne’s outlets as well as supermarkets, university outlets, plazas and in airports.