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Auntie Anne's launches fashion line for National Pretzel Day

ETX Daily Up
Auntie Anne's launches “For the Love of Pretzels" collection

National Pretzel Day is almost here, and global chain Auntie Anne's is helping fans of the snack to celebrate with the launch of a new fashion collection.

The restaurant franchise is marking its 30th anniversary with a clothing and accessories line for men, women and children that aims to help improve the lives of child cancer sufferers.

Dubbed "For the Love of Pretzels" in honor of National Pretzel Day on April 26, the collection was created in collaboration with six different artists. It includes hand-painted fanny packs from Brooklyn-based illustrator Mike Perry Studio, pug-themed items from Bangkok-based illustrator Chalermphol Harnchakkham, and a variety of prints and products designed by creatives Daniel Allen Stevens, Shawnimals, Rick Crane and Luis Romero. Profits from the collection will be directed to Alex's Lemonade Stand Foundation (ALSF), which carries out research, raises awareness and supports families dealing with childhood cancer.

"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."

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The move follows the pretzel franchise's beauty industry debut earlier this year, which took the form of a series of "House of A" Heavenly Scent Essential Pretzel Oils. Back in March the restaurant chain announced it had bottled its buttery scents via a trio of oils named "Freshly Baked," "Salty" and "Cinnamon Twist" for beauty fans to indulge in.

Auntie Anne's is the latest in a growing number of restaurant chains to make a move on the fashion industry. Fried chicken joint KFC made the jump last December with the launch of a fast food-themed fashion and lifestyle holiday collection, while Taco Bell also teamed up with fashion retailer Forever 21 on a clothing collection that launched earlier in the year.

To shop "For the Love of Pretzels," see auntieannes.threadless.com