Try Not To Add Whataburger’s Entire Westernwear Collection to Your Closet
To celebrate 75 years, the fast-food chain is teaming up with fellow Texas brand Sendero on a rodeo-themed collection.
Photo courtesy of Whataburger
In a professional rodeo, skilled riders have to shoot for a minimum of eight seconds on a bucking bull or bronco in order for their score to qualify. But this year, Texas-based burger chain Whataburger is marking a slightly longer ride in the saddle — 75 years to be exact. And as a Lone Star State institution, the restaurant brand is celebrating by offering fans the opportunity to score some rodeo-inspired swag.
Whataburger, founded in Corpus Christi in 1950 and headquartered in San Antonio, has teamed with Waco-based Sendero Provisions to release a line of westernwear that highlights both brands’ deep connections to Texas. The partnership is, you might say, a blending of old and new with the 75-year-old Whataburger representing the former and Sendero, which started making its first hats in 2014, the latter. However, Sendero’s aesthetic pays tribute to the apparel of Texans past with everything from nostalgic takes on trucker-style hats to ranch-ready jackets that fit in whether weaving through urban sidewalks or exploring wide open spaces.
Photo courtesy of Whataburger
In other words, Sendero’s apparel is all about capturing those Texas cattle country vibes, and their Whataburger collaboration is no exception. The collection features hats, T-shirts, button-downs and hoodies, along with some bolder items like a western-print midi dress. And despite the brand name-dropping opportunity, many of the items don’t scream “Whataburger merch” unless you look closely. A pearl button shirt in white and orange patterns invoke the restaurant’s color scheme, while a boquillas shirt simply incorporates the striped Whataburger flying “W” into its otherwise authentic design. Other graphic shirts and hats play on the “Whata Rodeo” concept, as the restaurant marks its diamond anniversary.
“For 75 years, Whataburger has been woven into the fabric of Texas culture, and this collaboration lets us celebrate that heritage in a whole new way,” Rachael Jones, Group Director, CPG & Retail Brand Marketing at Whataburger says. “Teaming up with Sendero is a fun, fashion-forward way to honor our history while riding high into the future.”
The debut collection is available on the Whatastore and Sendero Provisions websites. Prices range from $32 for the hats to $168 for the aforementioned dress.
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