Texas grocery chain H-E-B is partnering with a content creator to bring its very own heavy metal T-shirts, with a limited release set for Friday, according to a release by the company.
It all started when content creator Connor Dwyer posted a video on TikTok in July stating he featured the grocery chain on a heavy metal-style T-shirt. It’s part of a series he created on the social media platform involving other stores. The most recent video created by Dwyer featured a heavy metal T-shirt for Cracker Barrel.
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H-E-B is the first company to reach out to Dwyer for an official collaboration, he said.
“I started the ‘metal tee’ series earlier this year as a fun side project,” Dwyer said in a written statement. “I’ve always loved taking everyday brands and reimagining them as if they were in completely different worlds, like turning grocery stores into metal bands. A lot of my ideas come from scrolling through my comments section or seeing what people are nostalgic about. If a brand has a loyal fan base or strong identity, that’s usually where I start and WOW does H-E-B have a loyal fan base!”
With 1,000 H-E-B heavy metal T-shirts created by Dwyer, the grocery chain is expected to drop the merch on Friday at 10 a.m. on its website, the company said. Each shirt will be $35 with 100% of proceeds going towards the Health Alliance for Austin Musicians.
While Dwyer is most excited to see a wild idea online turned into a real project, “the fact that all proceeds go to HAAM, supporting Austin musicians, makes it even cooler,” he said.
This isn’t the first time H-E-B has collaborated with creators, a spokesperson with the company said. The grocery chain worked with Texas sneaker designer Jake Dankfels for the Spurs 50th Anniversary campaign.
However, it’s the first time the company “transformed a viral idea from social media into fun merchandise.”
Both H-E-B and Dwyer said they’d be open to working with each other in the future.
“I’d absolutely love to,” Dwyer said. “The H-E-B team has been amazing, and it’s been one of the most fun and meaningful collaborations I’ve done. If there’s another chance to bring something creative and Texas-sized to life, I’m all in.”
This article originally published at H-E-B partners with TikTok creator on heavy metal T-shirts, sets limited release for Friday.