“Merch” and “fashion” have never been mutually exclusive (think: vintage sportswear, band tees, and branded moto leather jackets). But right now, it would seem that the trend centers largely around one major arena: food. Cool Girl clothing collectives are vending pasta T-shirts and cheese-shaped earrings. Restaurant totes are now essential to the standard street-style uniform. Tomato Girl Summer is all over TikTok. Which is to say, in all sincerity, we wear what we eat.
And now, we can wear what we drink, too. In celebration of National Coffee Day, beloved Canadian coffee purveyor, Tim Hortons, is releasing a new line of thematic apparel that encompasses letterman jackets, crewneck sweaters, socks, hats, patch packs, and T-shirts, thus allowing customers to wear their coffee orders (Black Coffee, Latte, Double Double, Cold Brew, Iced Capp) on their sleeves — or lapels, chests, backs, et cetera. "Many Tims fans consider their coffee order a part of their identity, so we wanted to give them the chance to celebrate their favourite drinks the same way that sports fans wear jerseys to support their favourite teams,” says Solange Bernard, senior director of marketing for Tim Hortons.
You'll need to shop fast, however. The coffee crews line is available for only one day —September 29 starting at 10 a.m. ET (unless, of course, you’re a Tims Rewards member, in which case, you'll earn early access at 8 a.m. ET) — and exclusively at TimShop.
Ahead, we’re taking a look at our favorite pieces in the collection. Get to shopping, before everything's sold out.
Designed as an homage to the classic Canadian “Double Double” — two shots of cream and two shots of sugar mixed in with Tim Hortons original brewed coffee — this letterman jacket boasts leather sleeves, just as cozy as the double double itself.
For a more culturally inspired take on the Double Double, this “Deux Deux” tee adds a little French twist to the mix. Styled with a #22 insignia (hence: Deux Deux), the jersey-inspired shirt gives coupe de monde-meets-Fashion Week energy.
For the purists: a jacket with some punk rock flair. Crafted with leather sleeves and lightening bolt details, the monochrome garment is designed to say, “no sweetener for me."
This cozy pullover crewneck in a warm chocolatey brown will keep you plenty cozy while you sip your go-to frigid coffee bev all winter long (like any true cold brew devotee), with socks to match.
If you’re looking for vintage varsity vibes, this butter-hued jacket is the perfect Tim Hortons select. With a collegiate-style I.C. insignia on the breast, it's giving Friday Night Lights (with a java-esque twist).
In the lighter layer realm, latte enthusiasts can also rock this perfect, boxy white tee. In monochrome shades of white, the tee pairs well with just about anything.
Styled after your standard jersey, this #64 Cafe Noir shirt (the number refers to the year the coffee line was released) has all the chic, minimalist appeal of the beloved Tim Hortons coffee drink.
While “Café Infusé a Froid” may sound far classier than your standard coffee order, rest assured, the translation is a familiar one: cold brew. Enjoy repping the caffeinated mainstay sartorially…but with some added Euro zest.
Like what you see? How about some more R29 goodness, right here?
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