Travelers flying from or through Chicago O’Hare International Airport could score a first-class upgrade—for their wardrobe, courtesy of King’s Hawaiian.
In celebration of the bread maker’s logo relaunch, which it describes as “softer,” King’s Hawaiian is debuting a limited clothing collection at the airport, known as Softwear Sets. The ultra-comfy sweatshirts and sweatpants inspired by the fluffy texture of the branded dinner roll.
Taking advantage of O’Hare’s position as the country’s most connected airport, travelers passing through Terminal 2 on Aug. 27-28 can snag the limited-edition Softwear Sets, as well as a soft travel pillow and eye mask at its temporary “Say Aloha to First Class Softness” installation.
However, the deal comes with a catch: Those who want to get their hands on the merch for free must hand over their own attire on the spot.
“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.”
The King’s Hawaiian installation at the airport will have private changing booths, and the traded clothes will be donated to a Chicago-based charity.
Those not brave enough to give up their gear are still welcome to visit the booth to enjoy samples of King’s Hawaiian sweet rolls and pretzel bites, while supplies last.
The “Say Aloha to First Class Softness” installation and merchandise were designed by Erich & Kallman.
