Canadian grocery chain No Frills dropped merch, and it’s actually cool

Streetwear for fans of the frugal grocery store.

May 10, 2018

A post shared by No Frills (@haulhard) on

Are you ready for a shocking revelation? 2018 is a really weird year! Idols have fallen, the world feels seconds away from imploding at every second, and now grocery stores are releasing merch. The latter, however, is proving to be good — Canadian discount grocery chain No Frills dropped its inagural capsule collection online, and we're here for it.

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Released under the name Hauler, the designs featured cool, grainy graphics on long-sleeved tees, t-shirts, and hoodies. Stylized like a streetwear brand, Hauler stays true to the hazard-yellow with which No Frills has become associated, and makes it clear that the capsule was made uniquely with fans in mind.

"This isn't a corporate initiative where we're pushing clothing out there," said Mary MacIssac, vice-president of Loblaw Companies Ltd., which owns No Frills in an interview with the National Post. "This is honestly, sincerely us responding to hundreds of thousands of asks to make some of this available...It’s a cool way of celebrating these customers, and doing it with this No Frills swagger."

Find the complete limited edition capsule here.

A post shared by No Frills (@haulhard) on

A post shared by No Frills (@haulhard) on

A post shared by No Frills (@haulhard) on

Thumbnail via HaulHard's Instagram.

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Canadian grocery chain No Frills dropped merch, and it’s actually cool