CHICAGO — King’s Hawaiian, a brand under Irresistible Foods Group, is celebrating its new logo by debuting its first-ever line of merchandise dubbed “Softwear Sets.”
The sweatshirt and sweatpants duo was inspired by a recent Mintel report that revealed more than half of today’s consumers prioritize comfortable clothes over all else; these recent data findings spurred the baking company to create a loungewear set that resembles the fluffy texture of its signature dinner rolls.
The limited-edition merch will drop exclusively at Chicago O’Hare International Airport, targeting consumers traveling through the most connected airport in the country.
“Softness is core to who we are as a brand, and our new logo now reflects the fluffy, oven-baked qualities our products are known for while embracing the warmth, good times and Aloha Spirit that has always defined King’s Hawaiian,” said Raouf Moussa, chief marketing officer at King’s Hawaiian. “At King’s Hawaiian, we’re taking the idea of softness to new heights — and that’s not just because we’re sending travelers into the skies with our soft new merch and samples of King’s Hawaiian Rolls and Pretzel Bites.”
From Aug. 27-28, travelers passing through Terminal 2 can snag the limited-edition King’s Hawaiian Softwear Sets, as well as a travel pillow and eye mask. The bakery brand is also offering the merch at no additional cost if consumers are willing to trade the clothes they’re wearing on the spot. Private changing booths will be available, and all traded clothing will be donated to a local Chicago charity.
King’s Hawaiian Softwear Sets and travel accessories can also be purchased online.
