A&W Restaurants

A&W’s New Fashion Line Wants You to Know It’s Cheddar Weather Somewhere | Eater

"This long-running fast-food chain has leaned into fashion and irony to capture attention, releasing tongue-in-cheek merch — varsity jackets, flat-brimmed hats and neckerchiefs stamped with the slogan 'cheddar weather' — and even depicting crispy cheddar cheese curds tucked into a branded fanny pack. Its playful social presence (Twitter bio: 'Yes, we're still a thing') amplifies the campaign, blurring the lines between food and streetwear and prompting amused bewilderment about whether the promotion signals an actual menu item. The stunt is part of a broader trend of food brands using fashion collaborations and nostalgia-driven branding to stay culturally relevant." - Dayna Evans