King’s Hawaiian is taking its signature softness from the bakery to the runway, well, the airport terminal, with its first-ever Softwear collection. Inspired by the pillowy texture of its beloved dinner rolls, the brand has teamed up with San Francisco-based agency Erich & Kallman to launch limited-edition loungewear sets just in time for the fall travel season.
The exclusive drop debuts August 27–28 at Chicago O’Hare International Airport, where travelers passing through Terminal 2 can score a sweatshirt-and-sweatpants set, a travel pillow, and an eye mask. But there’s a catch: to snag the gear, participants have to trade the clothes off their backs.
Private changing booths will be on hand, and all swapped outfits will be donated to a local Chicago charity. And even if you’re not bold enough to strip down at security, King’s Hawaiian will be serving up free samples of its iconic Sweet Rolls and Soft Pretzel Bites to keep the vibe deliciously soft.
“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.”
For those not flying through Chicago, the Softwear line will also be available online at kingshawaiian.com, so fans everywhere can upgrade their cozy-day fits with a side of Aloha spirit.
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