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No Frills just launched a clothing line for people who are frugal and proud

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DH Toronto Staff May 08, 2018 11:05 am 7,309

Want to wear your love for discount groceries on your sleeve? Now you can.

No Frills, the chain of discount grocery stores, just dropped a clothing line under the label Hauler.

A post shared by No Frills (@haulhard) on

Like the anthesis of conspicuous consumption, this new line of merch is a celebration of frugal living.

A post shared by No Frills (@haulhard) on

Five bright yellow pieces of apparel have already launched for sale online and are made to match the No Name groceries that already populate your pantry. For now, the collection includes crew neck tees and a sweatshirt, though the site advertises that more items are coming soon.

A post shared by No Frills (@haulhard) on

Following in the footsteps of iconic brands like KFC and McDs, the new merch has already proved popular with brand fans. The screen-printed sweatshirt sold out almost instantly while the rest of the collection is only available for pre-order.

What is a Hauler exactly? According to the No Frills website, the brand Hauler is a celebration of thrifty shoppers, as in:

1. Someone who cares not for frills.
2. Someone who is frugal, and proud of it.
3. Someone who hauls. Hard. (See definition of haul)
4. Someone who shops at No Frills.


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DH Toronto Staff

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